The Verbal Chameleon Effect, and Alexa. an Assemblage Theory Approach

Focusing on the dyad consumer-Alexa, which is part of the new assemblage theory, this paper investigates the downstream consequences of whether consumers adapt their language to a machine. This presumably happens automatically and, as accommodation theory suggests, may be goal-driven. We propose three potential outcomes of verbal accommodation: enhanced sense of power, status seeking and motivated pro-social behavior. A set of three studies tests these ideas.


Ana Valenzuela, David Luna, and Jessie Du (2019) ,"The Verbal Chameleon Effect, and Alexa. an Assemblage Theory Approach", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 243-248.


Ana Valenzuela, Baruch College, USA
David Luna, University of Central Florida, USA
Jessie Du, Baruch College, USA


NA - Advances in Consumer Research Volume 47 | 2019

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