 Impact of auditory sense on trust and brand affect through auditory social interaction and controlAtieh Poushneh Journal of Retailing and Consumer Services, 2021, vol. 58, issue C Abstract: Voice assistants—or voice-enabled artificial intelligence—have changed the way people interact with their surroundings dramatically. Utilizing an enactive view of social cognition theory, this study demonstrates how voice assistants can act as [semi] autonomous agents to hold instantaneous social interactions with consumers. This research employed two experimental studies. Study 1 used two voice assistant mobile applications, Microsoft Cortana and Google Assistant, and Study 2 used Amazon Alexa and Microsoft Cortana. The contributions this paper makes are two-fold. First, the results illustrate how perceived auditory sense drives perceived auditory control through auditory social interactions with a voice assistant that lead to brand affect and consumers’ trust in the voice assistant. Second, results shed light on the role of surprise as a repelling drive that attenuates the effect of perceived auditory control on brand affect. Keywords: Voice assistant; Social interaction; Surprise; Trust (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312893 DOI: 10.1016/j.jretconser.2020.102281 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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