Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice
This work examines the effects of conversational chatbot interfaces on consumers’ brand perceptions and purchase decisions. Evidence from four experiments shows that incorporating such interfaces into the shopping process promotes more intimate consumer-brand relationships and increases consumers’ inclination to choose more higher-priced premium offers compared to traditional interfaces.
Thomas Hilden, Christian Hildebrand, and Gerald Häubl (2018) ,"Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 33-38.
Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada
NA - Advances in Consumer Research Volume 46 | 2018
Narrative Transportation and Cognitive Responses: The Other Side of the Story
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Signaling Fun: Anticipated Sharing Leads to Hedonic Choice
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA