Conversational Interfaces As Persuasion Instruments: Implications For Consumer Choice and Brand Perceptions
This work examines the effects of conversational 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 high-priced premium offers compared to traditional interfaces.
Citation:
Anouk Bergner, Christian Hildebrand, and Gerald Häubl (2019) ,"Conversational Interfaces As Persuasion Instruments: Implications For Consumer Choice and Brand Perceptions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 259-264.
Authors
Anouk Bergner, University of St. Gallen, Switzerland
Christian Hildebrand, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Featured
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Featured
K12. Use language to change people’s mind: The persuasive power of online marketing communications
Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway