Is My Aiva Reducing My Intelligence? the Effects of Aiva-Enabled Search on Consumer Cognition
Four studies suggest that consumers exhibit lower cognitive performance following an information search task with an AIVA (Artificial-Intelligence enabled Virtual Assistant) as compared to a search engine, due to perceptions of reduced control over information flow. In an attempt to restore control, consumers also report higher WOM and search intentions.
Citation:
Laura Pricer and Priyali Rajagopal (2021) ,"Is My Aiva Reducing My Intelligence? the Effects of Aiva-Enabled Search on Consumer Cognition", 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: 327-327.
Authors
Laura Pricer, University of North Texas
Priyali Rajagopal, University of North Texas
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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