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
The Secrecy Effect: Secret Consumption Polarizes Product Evaluations
Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
Spreading of Alternatives Without a Perception of Choice
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA
How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands