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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, 38 (7). pp. 1069-1080. 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 (from Sep 19) |
| Publisher: | Wiley |
| Date Deposited: | 06 Apr 2021 09:09 |
| Last Modified: | 04 Sep 2021 05:39 |
| DOI or ID number: | 10.1002/mar.21488 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/14739 |
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