IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v98y2022i4p759-778.html
   My bibliography  Save this article

Brand presentation order in voice shopping: Understanding the effects of sequential product presentation

Author

Listed:
  • Halbauer, Ingo
  • Jacob, Saskia
  • Klarmann, Martin

Abstract

Nearly half of US households own a smart speaker with voice shopping functionality. Voice shopping product presentation is inherently sequential due to the audio delivery of information, which may give retailers the opportunity to influence customer decisions through the order in which brands are presented. This research examines the effect of brand order presentation in voice shopping and its impact on high-equity versus low-equity brands. Moreover, this research considers the moderating effect of product presentation format (simultaneous vs. sequential, audio vs. visual) on the impact of brand presentation order. The results of six experiments with more than 1,000 participants provide evidence that consumers attempt to balance competing concerns about risk in voice shopping with search costs because products are presented sequentially and information is reduced. If high-equity brands are presented first, the choice distribution in voice shopping is unimodal, with a peak at the first-presented products. However, a bimodal choice distribution results if low-equity brands are presented first. Importantly, choice distribution in voice shopping differs markedly from choice distribution when products are presented simultaneously and visually, as in online shopping.

Suggested Citation

  • Halbauer, Ingo & Jacob, Saskia & Klarmann, Martin, 2022. "Brand presentation order in voice shopping: Understanding the effects of sequential product presentation," Journal of Retailing, Elsevier, vol. 98(4), pages 759-778.
    • Handle: RePEc:eee:jouret:v:98:y:2022:i:4:p:759-778
    DOI: 10.1016/j.jretai.2022.06.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435922000422
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2022.06.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Benedict G. C. Dellaert & Suzanne B. Shu & Theo A. Arentze & Tom Baker & Kristin Diehl & Bas Donkers & Nathanael J. Fast & Gerald Häubl & Heidi Johnson & Uma R. Karmarkar & Harmen Oppewal & Bernd H. S, 2020. "Consumer decisions with artificially intelligent voice assistants," Marketing Letters, Springer, vol. 31(4), pages 335-347, December.
    2. Zhao, Min & Xia, Lan, 2021. "Joint or separate? The effect of visual presentation on imagery and product evaluation," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 935-952.
    3. Rami Zwick & Amnon Rapoport & Alison King Chung Lo & A. V. Muthukrishnan, 2003. "Consumer Sequential Search: Not Enough or Too Much?," Marketing Science, INFORMS, vol. 22(4), pages 503-519, October.
    4. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
    5. McLean, Graeme & Osei-Frimpong, Kofi & Barhorst, Jennifer, 2021. "Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement," Journal of Business Research, Elsevier, vol. 124(C), pages 312-328.
    6. Halbauer, Ingo & Klarmann, Martin, 2022. "How voice retailers can predict customer mood and how they can use that information," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 77-95.
    7. Yaoda Xu & Marvin M. Chun, 2006. "Dissociable neural mechanisms supporting visual short-term memory for objects," Nature, Nature, vol. 440(7080), pages 91-95, March.
    8. J. Jay Todd & René Marois, 2004. "Capacity limit of visual short-term memory in human posterior parietal cortex," Nature, Nature, vol. 428(6984), pages 751-754, April.
    9. Nitin Mehta & Surendra Rajiv & Kannan Srinivasan, 2003. "Price Uncertainty and Consumer Search: A Structural Model of Consideration Set Formation," Marketing Science, INFORMS, vol. 22(1), pages 58-84, June.
    10. Liu, Wumei & Batra, Rajeev & Wang, Haizhogn, 2017. "Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation," Journal of Retailing, Elsevier, vol. 93(3), pages 369-381.
    11. Narasimhan, Chakravarthi & Wilcox, Ronald T, 1998. "Private Labels and the Channel Relationship: A Cross-Category Analysis," The Journal of Business, University of Chicago Press, vol. 71(4), pages 573-600, October.
    12. Hsee, Christopher K & Leclerc, France, 1998. "Will Products Look More Attractive When Presented Separately or Together?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 175-186, September.
    13. Kristin Diehl & Gal Zauberman, 2005. "Searching Ordered Sets: Evaluations from Sequences under Search," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 824-832, March.
    14. Srinivasan, Narasimhan & Ratchford, Brian T, 1991. "An Empirical Test of a Model of External Search for Automobiles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 233-242, September.
    15. Iris Bohnet & Alexandra van Geen & Max Bazerman, 2016. "When Performance Trumps Gender Bias: Joint vs. Separate Evaluation," Management Science, INFORMS, vol. 62(5), pages 1225-1234, May.
    16. Montgomery, Cynthia A & Wernerfelt, Birger, 1992. "Risk Reduction and Umbrella Branding," The Journal of Business, University of Chicago Press, vol. 65(1), pages 31-50, January.
    17. Eric Johnson & Suzanne Shu & Benedict Dellaert & Craig Fox & Daniel Goldstein & Gerald Häubl & Richard Larrick & John Payne & Ellen Peters & David Schkade & Brian Wansink & Elke Weber, 2012. "Beyond nudges: Tools of a choice architecture," Marketing Letters, Springer, vol. 23(2), pages 487-504, June.
    18. Cassie Mogilner & Baba Shiv & Sheena S. Iyengar, 2013. "Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1300-1312.
    19. Basu, Shankha & Savani, Krishna, 2017. "Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially," Organizational Behavior and Human Decision Processes, Elsevier, vol. 139(C), pages 76-91.
    20. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    21. Jingjing Ma & Neal J. Roese, 2014. "The Maximizing Mind-Set," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 71-92.
    22. Gerald Häubl & Valerie Trifts, 2000. "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids," Marketing Science, INFORMS, vol. 19(1), pages 4-21, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    2. Wirawan Dony Dahana & HeeJae Shin & Sotaro Katsumata, 2018. "Influence of individual characteristics on whether and how much consumers engage in showrooming behavior," Electronic Commerce Research, Springer, vol. 18(4), pages 665-692, December.
    3. Choudhary, Vidyanand & Currim, Imran & Dewan, Sanjeev & Jeliazkov, Ivan & Mintz, Ofer & Turner, John, 2017. "Evaluation Set Size and Purchase: Evidence from a Product Search Engine," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 16-31.
    4. Joffre Swait & Tülin Erdem, 2007. "Brand Effects on Choice and Choice Set Formation Under Uncertainty," Marketing Science, INFORMS, vol. 26(5), pages 679-697, 09-10.
    5. Xu, Yunjie (Calvin) & Kim, Hee-Woong, 2008. "Order Effect and Vendor Inspection in Online Comparison Shopping," Journal of Retailing, Elsevier, vol. 84(4), pages 477-486.
    6. Miguel Godinho de Matos & Pedro Ferreira, 2020. "The Effect of Binge-Watching on the Subscription of Video on Demand: Results from Randomized Experiments," Information Systems Research, INFORMS, vol. 31(4), pages 1337-1360, December.
    7. Chan Choi, S., 2017. "Defensive strategy against a private label: Building brand premium for retailer cooperation," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 335-339.
    8. Teo, Thompson S. H. & Yeong, Yon Ding, 2003. "Assessing the consumer decision process in the digital marketplace," Omega, Elsevier, vol. 31(5), pages 349-363, October.
    9. Ana Alina Tudoran, 2022. "A machine learning approach to identifying decision-making styles for managing customer relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 351-374, March.
    10. Fengchun Tang, 2020. "The more interactivity the better? Investigating interactivity, task complexity, and product knowledge in online purchase decisions," Information Technology and Management, Springer, vol. 21(3), pages 179-189, September.
    11. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    12. Eric Johnson & Suzanne Shu & Benedict Dellaert & Craig Fox & Daniel Goldstein & Gerald Häubl & Richard Larrick & John Payne & Ellen Peters & David Schkade & Brian Wansink & Elke Weber, 2012. "Beyond nudges: Tools of a choice architecture," Marketing Letters, Springer, vol. 23(2), pages 487-504, June.
    13. Lior Fink & Daniele Papismedov, 2023. "On the Same Page? What Users Benefit from a Desktop View on Mobile Devices," Information Systems Research, INFORMS, vol. 34(2), pages 423-441, June.
    14. Nathan M. Fong, 2017. "How Targeting Affects Customer Search: A Field Experiment," Management Science, INFORMS, vol. 63(7), pages 2353-2364, July.
    15. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    16. Misuraca, Raffaella & Fasolo, Barbara, 2018. "Maximizing versus satisficing in the digital age: disjoint scales and the case for “construct consensus”," LSE Research Online Documents on Economics 84324, London School of Economics and Political Science, LSE Library.
    17. Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes," Working Papers 399, University of Zurich, Department of Business Administration (IBW).
    18. Li, Xilin & Hsee, Christopher K., 2019. "Beyond preference reversal: Distinguishing justifiability from evaluability in joint versus single evaluations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 153(C), pages 63-74.
    19. Rebecca Hamilton & Debora Thompson & Zachary Arens & Simon Blanchard & Gerald Häubl & P. Kannan & Uzma Khan & Donald Lehmann & Margaret Meloy & Neal Roese & Manoj Thomas, 2014. "Consumer substitution decisions: an integrative framework," Marketing Letters, Springer, vol. 25(3), pages 305-317, September.
    20. Claudine Desrieux & Romain Espinosa & Michael Visser, 2022. "Simultaneous Decision Making of Juries: Evidence From the Paris Labor Court," CIRED Working Papers hal-04104190, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:98:y:2022:i:4:p:759-778. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.