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

Munz, Kurt P. and Vicki G. Morwitz (2020), "Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce," Special Session Paper presented at the Association for Consumer Research Conference Virtual.

Six experiments demonstrate that choosing from options presented by voice (versus text) increases the cognitive burden on consumers (due to difficulty making comparisons), leading them to choose recommended items more often but also to defer choice at higher rates. Auditory consumers focus on context-independent “evaluable” product features to guide judgment.