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
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