Search modality effects: merely changing product search modality alters purchase intentions

Dan King (), Sumitra Auschaitrakul () and Chia-Wei Joy Lin ()
Additional contact information
Dan King: University of Texas at Rio Grande Valley
Sumitra Auschaitrakul: University of the Thai Chamber of Commerce
Chia-Wei Joy Lin: University of Tennessee at Chattanooga

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 6, No 7, 1236-1256

Abstract: Abstract Search modality is becoming increasingly important for Internet platforms and e-commerce businesses. Consumers can perform product searches on the Internet by typing their search queries (typed search modality) or by speaking them (voice search modality). Given the variation and the managerial ease of selecting different search modalities to adopt, we investigate the consequences of search modalities on consumers’ mindsets and purchase intentions. Six studies, including an Implicit Association Test and an incentive-compatible field experiment, show that typed search modality (vs. voice search modality) led to higher purchase intentions and behavior. This results from learned responses where typing is nonconsciously associated with taking action, and vocalization is nonconsciously associated with information gathering and deliberation. Thus, consumers performing a typed search are more likely to be in an action-oriented mindset, whereas consumers performing a voice search are more likely to be in a deliberative mindset. Our research carries implications for digital technologies.

Keywords: Voice search; Search modality; Mindset; Nonconscious; Digital technology (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-021-00820-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:50:y:2022:i:6:d:10.1007_s11747-021-00820-z

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-021-00820-z

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().