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“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction

Tassiello, V, Tillotson, JS and Rome, AS (2021) “Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction. Psychology & Marketing. ISSN 0742-6046

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Abstract

This article investigates the consumer-voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decisionmaking process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers’ willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states. This
research broadens our understanding of the role of VAs and their ability to shape the consumer decision-making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low-involvement products that enable high-power psychological conditions which drive willingness to purchase.

Item Type: Article
Uncontrolled Keywords: 15 Commerce, Management, Tourism and Services, 17 Psychology and Cognitive Sciences
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5001 Business
T Technology > T Technology (General)
Divisions: Business & Management (new Sep 19)
Publisher: Wiley
Date Deposited: 06 Apr 2021 09:09
Last Modified: 06 Apr 2021 09:09
DOI or Identification number: 10.1002/mar.21488
URI: https://researchonline.ljmu.ac.uk/id/eprint/14739

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