Recommendation Modality Affects Choice: Auditory Recommendations Are Followed More Than Visual

Consumers are more likely to follow recommendations that they hear (auditory) rather than recommendations that they read (visual). This effect persists regardless of whether the auditory recommendation is spoken by an automated voice or a human voice and illustrates the potential for voice assistants in the consumer space.


Shwetha Mariadassou, Christopher Bechler, and Jonathan Levav (2019) ,"Recommendation Modality Affects Choice: Auditory Recommendations Are Followed More Than Visual", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 217-221.


Shwetha Mariadassou, Stanford University, USA
Christopher Bechler, Stanford University, USA
Jonathan Levav, Stanford University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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