Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/312464 
Erscheinungsjahr: 
2023
Quellenangabe: 
[Journal:] Journal of the Academy of Marketing Science [ISSN:] 1552-7824 [Volume:] 52 [Issue:] 3 [Publisher:] Springer US [Place:] New York, NY [Year:] 2023 [Pages:] 634-652
Verlag: 
Springer US, New York, NY
Zusammenfassung: 
The use of conversational agents (e.g., chatbots) to simplify or aid consumers' purchase decisions is on the rise. In designing those conversational agents, a key question for companies is whether and when it is advisable to enable voice-based rather than text-based interactions. Addressing this question, this study finds that matching consumers' communication modality with product type (speaking about hedonic products; writing about utilitarian products) shapes consumers' choice and increases choice satisfaction. Specifically, speaking fosters a feeling-based verbalizing focus, while writing triggers a reason-based focus. When this focus matches consumers' mindset in evaluating the product type, preference fluency increases, thereby enhancing choice satisfaction. Accordingly, the authors provide insights into managing interactions with conversational agents more effectively to aid decision-making processes and increase choice satisfaction. Finally, they show that communication modality can serve as a strategic tool for low-equity brands to better compete with high-equity brands.
Schlagwörter: 
Conversational agent
Digital assistant
Chatbot
Speaking
Choice
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Dokumentart: 
Article
Dokumentversion: 
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