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.
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.
Anouk Bergner, University of St. Gallen, Switzerland
Christian Hildebrand, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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