14K Friend Or Cognitive Assistant: Consumer Preference in Seeking Recommendation

Considering cognitive voice assistants such as Alexa, Siri or Google Assistant as recommendation sources, we show that the likelihood of following the recommendation from an assistant over a friend is dependent on the product type and the riskiness of the recommendation.


Savisesh Malampallayil and Smaraki Mohanty (2019) ,"14K Friend Or Cognitive Assistant: Consumer Preference in Seeking Recommendation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 982-982.


Savisesh Malampallayil, SUNY Binghamton, USA
Smaraki Mohanty, SUNY Binghamton, USA


NA - Advances in Consumer Research Volume 47 | 2019

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