14H Saying Is Believing: How Voice Command Stabilizes Consumer Preferences

AI has enabled consumers to command their choice via voice. How is this novel choice modality impacting consumers? Large panel data indicates that the voice-command 1) reduces browsing, 2) thereby reducing total consumption, but 3) increases payment per consumption. We discuss why voice increases (vs. reduces) preference-based (vs. browsing-based) choice.


Yoni Yoon, Hyang Mi Kim, Janghyuk Lee, and Hyung Gyoun Byun (2019) ,"14H Saying Is Believing: How Voice Command Stabilizes Consumer Preferences", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1000-1000.


Yoni Yoon, Korea University, South Korea
Hyang Mi Kim, KT
Janghyuk Lee, Korea University, South Korea
Hyung Gyoun Byun, KT


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More


D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.