Smaraki Mohanty's latest research explores how voice-enabled smart devices shape prosocial consumer behavior, including charitable giving and sustainable purchasing.
In her latest resarch, Smaraki Mohanty, assistant professor of marketing in the Martha and Spencer Love School of Business, explores how voice-enabled smart devices influence consumer decision-making and encourage more socially responsible shopping behaviors.
The co-authored study, “The Role of Voice-Enabled Smart Devices in Promoting Prosocial Shopping Behavior,” published in Marketing Letters, examines how devices such as Amazon Alexa and Apple Siri influence consumer decisions.
Across four experimental studies, the researchers found that using voice assistants can increase the likelihood of donating to charity, choosing eco-friendly products and supporting socially responsible brands. The study suggests that voice-enabled devices may influence how consumers approach everyday decisions, particularly in social and ethical contexts. Rather than functioning solely as a convenience tool, these technologies may shape how users perceive and respond to social norms.
Key findings:
- Consumers using voice-enabled smart devices may be more likely to engage in prosocial behaviors, such as donating money or selecting sustainable and socially responsible products.
- Voice interactions may create a stronger sense of social presence, making users feel as though they are engaging with another entity rather than a traditional online platform.
- Increased awareness of social norms, including generosity and sustainability, may influence more ethical purchasing decisions.