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

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