L11. Consumer Search Mode Produces Unintended Marketing Consequences
Recently, marketers have migrated consumers from written to voice search, assuming that this produces positive outcomes. We show that this elicits unintended negative outcomes, such as delays in willingness to purchase products, and lowered spending. We show that differences in mindsets when people use their voice account for this effect.
Dan King and Sumitra Auschaitrakul (2018) ,"L11. Consumer Search Mode Produces Unintended Marketing Consequences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 914-914.
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
NA - Advances in Consumer Research Volume 46 | 2018
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