AI at Wharton


Understanding Consumer Product Decisions When Shopping By Voice

Smartphone fast food online ordering. Choosing pizza on mobile smart phone app.

By employing an online food ordering platform, this study demonstrates that consumers exhibit a greater inclination to opt for suggested items, particularly those associated with hedonistic enjoyment, when conducting their shopping through voice-based interactions as opposed to alternative modalities such as clicking or typing. The utilization of oral communication amplifies the perceived social aspect of the experience, thereby fostering compliant consumer behavior and, in turn, culminating in the acceptance of recommendations.