Conversational Agent Design and Consumer Decision Journey: Research Synthesis; Direction

The paper reviews the extant literature examining the effects of socio-behavioural design of conversational agents on customer responses across different stages of consumer decision making journey as well as across industry contexts. This emerging area, early stage syntheses of extant research offers direction for future research.


Priya Premi, Joffi Thomas, and Keyoor Purani (2021) ,"Conversational Agent Design and Consumer Decision Journey: Research Synthesis; Direction", 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: 151-156.


Priya Premi, IIM kozhikode
Joffi Thomas, IIM kozhikode
Keyoor Purani, IIM kozhikode


NA - Advances in Consumer Research Volume 49 | 2021

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