TY - GEN
T1 - Should Siri be a Source or Medium for Ads? The Role of Source Orientation and User Motivations in User Responses to Persuasive Content from Voice Assistants
AU - Cho, Eugene
AU - Sundar, S. Shyam
N1 - Publisher Copyright:
© 2022 ACM.
PY - 2022/4/27
Y1 - 2022/4/27
N2 - As demonstrated by users' resistance to ads on Google Home in 2017, persuasive communications from voice assistants (VAs) can be seen as inappropriate. But, they may be better received if the VAs are not the sources but mere media for ads, as happens with radio. User motives may play a role as well, with those who use VAs primarily for information resenting ads more than those who see their VAs as social companions. To test such propositions, we conducted a scenario-based user study (N = 264) in which Siri acted as either a source of ads or as a medium for delivering ads by a human spokesperson. Findings suggest that for informationally motivated users, Siri as ad source causes reactance via lowered sense of control over the interaction. On the other hand, for those with social motives, it increases social presence and positively affects user experience of the interaction.
AB - As demonstrated by users' resistance to ads on Google Home in 2017, persuasive communications from voice assistants (VAs) can be seen as inappropriate. But, they may be better received if the VAs are not the sources but mere media for ads, as happens with radio. User motives may play a role as well, with those who use VAs primarily for information resenting ads more than those who see their VAs as social companions. To test such propositions, we conducted a scenario-based user study (N = 264) in which Siri acted as either a source of ads or as a medium for delivering ads by a human spokesperson. Findings suggest that for informationally motivated users, Siri as ad source causes reactance via lowered sense of control over the interaction. On the other hand, for those with social motives, it increases social presence and positively affects user experience of the interaction.
KW - Ad attitudes
KW - Advertisement
KW - Audio ads
KW - Computers-are-social-actors (CASA)
KW - Psychological reactance
KW - Smart speakers
KW - Social presence
KW - Virtual agents
KW - Voice assistants
UR - http://www.scopus.com/inward/record.url?scp=85129704572&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85129704572&partnerID=8YFLogxK
U2 - 10.1145/3491101.3519667
DO - 10.1145/3491101.3519667
M3 - Conference contribution
AN - SCOPUS:85129704572
T3 - Conference on Human Factors in Computing Systems - Proceedings
BT - CHI 2022 - Extended Abstracts of the 2022 CHI Conference on Human Factors in Computing Systems
PB - Association for Computing Machinery
T2 - 2022 CHI Conference on Human Factors in Computing Systems, CHI EA 2022
Y2 - 30 April 2022 through 5 May 2022
ER -