Cited by 48AI in Service InteractionsConsumer Behavior and Marketing InfluenceDigital Marketing and Social Media

How Speaking versus Writing to Conversational Agents Shapes Consumers’ Choice and Choice Satisfaction

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Schindler, David, Maiberger, Tobias, Koschate-Fischer, Nicole, Hoyer, Wayne D.·2024·Journal of the Academy of Marketing Science

Abstract

The use of conversational agents (e.g., chatbots) to simplify or aid consumers’ purchase decisions is on the rise. In designing those conversational agents, a key question for companies is whether and when it is advisable to enable voice-based rather than text-based interactions. Addressing this question, this study finds that matching consumers’ communication modality with product type (speaking about hedonic products; writing about utilitarian products) shapes consumers’ choice and increases choice satisfaction. Specifically, speaking fosters a feeling-based verbalizing focus, while writing triggers a reason-based focus. When this focus matches consumers’ mindset in evaluating the product type, preference fluency increases, thereby enhancing choice satisfaction. Accordingly, the authors provide insights into managing interactions with conversational agents more effectively to aid decision-making processes and increase choice satisfaction. Finally, they show that communication modality can serve as a strategic tool for low-equity brands to better compete with high-equity brands.

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Crossref · 10.1007/s11747-023-00987-7

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  • Communication modality between text and voice affects cognitive focus on enhanced levels regarding choice satisfaction.

    “The study of Schindler et al. [8] showed that communication modality between text and voice affects cognitive focus on enhanced levels regarding choice satisfaction”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as Schindler et al. [8]

    The Academic implications section says speaking and writing induce different feeling- or reason-based focuses and can increase choice satisfaction. But the increase depends on the communication modality matching the product type; the citing sentence omits that condition. (LLM, conf=0.85)

    Experimental — accuracy not yet measured
  • Modality and interface cues determine whether autonomy is perceived as supportive or intrusive.

    “In a similar vein, modality and interface cues determine whether autonomy is perceived as supportive or intrusive (e.g., the effects of voice versus text on cognition and satisfaction; assistant initiation patterns affecting reactance) [8,24,52].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [8]

    The Introduction and Academic implications sections report that speaking versus writing affects consumers’ focus on feelings or reasons, choice, and choice satisfaction. They support the parenthetical example about modality, cognition, and satisfaction, but do not establish that interface cues determine whether autonomy feels supportive or intrusive. The paper also does not report effects of assistant initiation on reactance. Page numbers were not supplied. (LLM, conf=0.86)

    Experimental — accuracy not yet measured
  • Co-assistant designs can maintain satisfaction and choice certainty when users recognize performance advantages without a reduction in governance, and modality/interaction selections can influence whether autonomy is perceived as supportive or intrusive.

    “Conversely, co-assistant designs can maintain satisfaction and choice certainty when users recognize performance advantages without a reduction in governance [24], and modality/interaction selections can additionally influence whether autonomy is perceived as supportive or intrusive [8].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [8]

    Split into 2 atoms — 0 confirmed, 1 partially supported, 0 disputed, 0 misattributed, 1 unverifiable. Expand the claim to see per-atom verdicts.

    Experimental — accuracy not yet measured
  • A significant body of literature examines anthropomorphism, modality, warmth/competence cues, and initiation patterns, frequently demonstrating impacts on satisfaction, social presence, or reactance in controlled environments.

    “A significant body of literature examines anthropomorphism, modality, warmth/competence cues, and initiation patterns, frequently demonstrating impacts on satisfaction, social presence, or reactance in controlled environments [8,24].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [8]

    The Academic implications section (page unavailable) reports that matching speaking or writing with product type increases choice satisfaction, and the Empirical overview describes five studies of communication modality. The paper does not establish the sentence’s other attributed topics—anthropomorphism, warmth/competence cues, or initiation patterns—or effects on social presence or reactance. (LLM, conf=0.86)

    Experimental — accuracy not yet measured
  • A lot of the strongest causal evidence in the corpus comes from experiments instead of natural settings, leaving the real-world persistence of effects under-identified.

    “This suggestion fits with the fact that a lot of the strongest causal evidence in the corpus comes from experiments instead of natural settings, leaving the real-world persistence of effects under-identified [8,40].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [8]

    The Limitations and future research section says the main studies were lab and online experiments and calls for field studies to test whether their findings hold in more natural settings. It also reports an initial offline field study, so the work is not exclusively experimental. The paper does not assess the corpus-wide strength of causal evidence or the persistence of effects over time. (LLM, conf=0.83)

    Experimental — accuracy not yet measured

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Authors
Schindler, D., Maiberger, T., Koschate-Fischer, N., & Hoyer, W. D.
Affiliations
  • Friedrich-Alexander-Universität Erlangen-Nürnberg (DE)
  • Darmstadt University of Applied Sciences (DE)
  • The University of Texas at Austin (US)
Venue
Journal of the Academy of Marketing Science
Published
2023-11-30
Volume
52
Issue
3
Pages
634-652
ISSN
  • 0092-0703 (ISSN-L)
  • 1552-7824
OpenAlex
W4389200521
Cited by
48
References
3
Citations by year
2026: 20 · 2025: 21 · 2024: 7
FWCI
4.53
Type
journal article
Language
en
Open access
Locations
  • Journal of the Academy of Marketing Science (publishedVersion, cc-by)
  • Econstor (Econstor) (submittedVersion, cc-by)
  • RePEc: Research Papers in Economics (submittedVersion)
Funders
Friedrich-Alexander-Universität Erlangen-Nürnberg
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
chatbots, voice interaction, text-based interaction, communication modality, purchase decision support, decision satisfaction, hedonic products, utilitarian products, brand equity, consumer choice

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