Did You Really Say That? An Investigation of Aivas’ Effects on Consumer Embarrassment

The use of voice-enabled virtual assistants (e.g., Amazon Alexa) has become popular among consumers raising the question of how these devices affect consumers’ emotions and choice. Results of four studies suggest that the human-like characteristics of AIVAs increase consumer embarrassment because of amplified perceptions of social presence.


Laura Pricer and Priyali Rajagopal (2021) ,"Did You Really Say That? An Investigation of Aivas’ Effects on Consumer Embarrassment", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 912-912.


Laura Pricer, University of North Texas
Priyali Rajagopal, University of North Texas


NA - Advances in Consumer Research Volume 49 | 2021

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