Not-So Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce

Six experiments demonstrate that choosing from options presented by voice (versus text) increases the cognitive burden on consumers (due to difficulty making comparisons), leading them to choose recommended items more often but also to defer choice at higher rates. Auditory consumers focus on context-independent “evaluable” product features to guide judgment.



Citation:

Kurt P. Munz and Vicki G. Morwitz (2020) ,"Not-So Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1011-1016.

Authors

Kurt P. Munz, Bocconi University, Italy
Vicki G. Morwitz, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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