Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce

53 Pages Posted: 15 Oct 2019

See all articles by Kurt Munz

Kurt Munz

New York University (NYU), Leonard N. Stern School of Business, Department of Marketing

Vicki Morwitz

New York University (NYU) - Department of Marketing

Date Written: May 31, 2019

Abstract

In the context of voice commerce, six experiments demonstrate that information presented by voice is more difficult to process than the same information presented in writing. This processing difficulty stems from greater difficulty comparing auditory options compared to visually presented options. Consequently, consumers are less able to differentiate between auditory choice options, leading them to choose recommended items more often, but also to defer choice at higher rates compared to when the options are presented visually. It also leads to an attenuation of joint versus separate preference reversals when the items are presented by voice, as auditory evaluations are less affected by comparisons to other items in the choice set. Difficulty making auditory comparisons also negatively affects evaluations of a single item when comparing it against a reference held in memory, a very likely scenario in the marketplace. This research represents one of the first explorations of voice commerce and offers insight for both theory and application.

Keywords: sensory, auditory, voice, choice

JEL Classification: M31

Suggested Citation

Munz, Kurt and Morwitz, Vicki, Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce (May 31, 2019). Available at SSRN: https://ssrn.com/abstract=3462714 or http://dx.doi.org/10.2139/ssrn.3462714

Kurt Munz (Contact Author)

New York University (NYU), Leonard N. Stern School of Business, Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Vicki Morwitz

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

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