The Impact of Voice Assistants on Effort Saving, Decision Delegation and Satisfaction: An Abstract

George Panton, Zixuan Mia Cheng*, Anouk de Regt, Matteo Montecchi, Kirk Plangger

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Artificial Intelligence powered voice assistants (VAs) such as Siri, Alexa, and Cortana, are influencing how customers search for information, consume content, and make purchasing decisions (McLean & Osei-Frimping, 2019). The natural speech commands that customers can use to access content or perform tasks through VAs closely mirror human-to-human interactions (Fernandes & Oliveira, 2021), thus prompting customers to anthropomorphize these technologies (Whang & Im, 2021). Given VAs’ widespread popularity and growing adoption rates, marketers need to understand how to develop voice-enabled brand touchpoints that successfully advertise brands’ value propositions and enhance the customer experience. Against this background, this study examines how customers’ tendency to anthropomorphize VAs impacts the experience of performing a common search, selection, and recommendation tasks such as choosing and playing music. Because decision-making is such an essential part of consumer behavior, it is essential that marketers attempt to understand how such technologies affect the consumer’s decision-making process and how this might impact the field of marketing. To understand how voice assistants impact consumer behavior, this study recruited 309 respondents to participate in an A/B experiment. The result found that those voice assistants with a higher level of anthropomorphism increased effort saving, leading to higher levels of satisfaction. Moreover, we found that people who are already more prone to decision delegation are less influenced by the anthropomorphism of the interface. Our research offers several contributions to the growing literature that explores VAs as brand communication mediums (Bellis & Johar, 2020; Dellaert et al., 2020; Guha et al., 2021; Rust, 2020). First, we examine how VAs’ anthropomorphic nature influences customers’ perceived satisfaction with the output of a search, selection, and recommendation task. Second, we unpack the mechanism behind this effect by showing that VAs increase customers’ perceptions of effort saving. Third, we identify customers’ tendency to delegate as a critical boundary condition of this effect.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages2
Publication statusPublished - 2023

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Anthropomorphism
  • Decision delegation
  • Effort saving
  • Voice assistant


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