Conversational Interfaces as Persuasion Instruments: Implications for Consumer Choice and Brand Perceptions

Type
conference paper
Date Issued
2019-10-18
Author(s)
;
;
Abstract
This work examines the effects of conversational interfaces on consumers’ brand perceptions and purchase decisions. Evidence from four experiments shows that incorporating such interfaces into the shopping process promotes more intimate consumer-brand relationships and increases consumers’ inclination to choose high-priced premium offers compared to traditional interfaces.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Event Title
Association for Consumer Research (ACR)
Event Location
Atlanta, USA
URL
Subject(s)

social sciences

business studies

Division(s)

ICI - Institute for C...

IBT - Institute of Be...

Eprints ID
258215
File(s)
Thumbnail Image

open.access

Name

C__Users_ABergner_Dropbox_00_ChatbotBrandIntimacy_0_writeup_ACR2019_SpecialSession_Conversational Interfaces as Persuasion Instruments.docx

Size

26.8 KB

Format

Microsoft Word XML

Checksum (MD5)

3949e358ff398991195a650ee3b5e01b

Thumbnail Image
Name

Conversational Interfaces as Persuasion Instruments.docx

Size

26.8 KB

Format

Microsoft Word XML

Checksum (MD5)

3949e358ff398991195a650ee3b5e01b