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« L'IA qui murmurait à l'oreille des vendeurs » : effets de l'utilisation d'une oreillette assistée avec IA sur les perceptions de chaleur et de compétence du vendeur par le client

Author

Listed:
  • Sandrine Heitz-Spahn

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Madiha Bendjaballah

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Mathieu Kacha

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • John B. Ford

    (ODU - Old Dominion University [Norfolk])

  • Farinoosh Zarinmakan

    (ODU - Old Dominion University [Norfolk])

Abstract

This study investigates consumer perceptions of a salesperson equipped with an AI-powered voice earpiece during in-store sales interactions. Using a qualitative study and an experiment, we draw on the Stereotype Content Model (SCM) to analyze perceptions of the salesperson as well as the perceived advantages and disadvantages for the customer. Our findings reveal that while the AI earpiece is seen as boosting the salesperson's informational competence, it simultaneously triggers concerns about reduced relational warmth and diminished salesperson credibility. These results call for a deeper examination of how AI should be integrated into salesperson-customer interactions in brick-and-mortar retail contexts in order to maintain or strive to enhance service quality.

Suggested Citation

  • Sandrine Heitz-Spahn & Madiha Bendjaballah & Mathieu Kacha & John B. Ford & Farinoosh Zarinmakan, 2026. "« L'IA qui murmurait à l'oreille des vendeurs » : effets de l'utilisation d'une oreillette assistée avec IA sur les perceptions de chaleur et de compétence du vendeur par le client," Post-Print hal-05794397, HAL.
    • Handle: RePEc:hal:journl:hal-05794397
    Note: View the original document on HAL open archive server: https://hal.science/hal-05794397v1
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