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EMAC 2022 Annual

Effects of message design adaptations in voice shopping

Published: May 24, 2022


Lea Sollfrank, Goethe University Frankfurt; Ju-Young Kim, Goethe-Universit├Ąt Frankfurt


Voice-assisted commerce is on the rise. Without any visual stimuli, however, consumers have difficulty processing brand and product information during the shopping process. Drawing on levels of processing theory as well as literature on imagery and information processing, we examine the impact of the imagery level of auditory messages and the number of product attributes on purchase intention and different brand measures in an online experiment. Our results indicate that a high imagery level of the message results in a better attitude, awareness and stimulation of the brand, as well as higher recall and intention to buy. Furthermore, we find that a higher number of product attributes leads to a favorable information access and results in higher purchase intention. These contributions allow further insight regarding the ideal message design in voice-assisted commerce interactions.