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EMAC 2020 Regional Conference

Opt-in or Opt-out? – Effects of Choice Architecture on Chatbot usage and Consumer Attitudes within the E-commerce

Published: September 16, 2020


Martin Haupt, Justus-Liebig-Universität Giessen; Alexander Haas, Justus-Liebig-Universität Giessen; Jan Freidank, Technische Hochschule Mittelhessen


Chatbots; Choices; Digital


Firms are rapidly investing into chatbots to reach higher productivity in sales and service. As first examples exerted positive effects compared to website offers, firms might try to guide customers to this chatbot interaction. Applying “choice architecture”, firms could design an opt-out or opt-in strategy, reflecting presumed consent or actively requested consent. This study investigates differential effects of this strategy on consumer’s choice and attitude towards the firm. Furthermore, the moderating effect of customer ratings is analyzed. Our study demonstrates the multilayered effects of choice architecture, showing the relevance of considering a well-suited chatbot interface design for firm’s success.