Consumer reactions to voice-based AI

QUT Business School student topic

Study level


Master of Philosophy



Topic status

We're looking for students to study this topic.


Dr Frank Mathmann
Senior Lecturer
Division / Faculty
QUT Business School


Artificial intelligence increasingly allows marketers to manipulate video and audio materials in a manner that has been restricted to still pictures in the past. Yet little is known about how consumers engage with and react to marketing content that consumers know has been manipulated in this fashion. For instance, for whom, when and why do interactions with voice-based AI (e.g. Google Duplex, Healed through A.I.) reduce purchase intentions. Building on research from interpersonal interactions (Lechner & Mathmann, 2020) and motivational frameworks like regulatory focus (e.g. Lechner & Mathmann, 2020) and regulatory mode (Kruglanski et al., 2000; Mathmann et al., 2017) theory more generally, the present research intents to shine light on when, for whom and why consumers react negatively to evidently manipulated materials.


  • Kruglanski, A. W., Thompson, E. P., Higgins, E. T., Atash, M. N., Pierro, A., Shah, J. Y., & Spiegel, S. (2000). To “do the right thing” or to “just do it”: locomotion and assessment as distinct self-regulatory imperatives. Journal of Personality and Social Psychology, 79(5), 793–815
  • Lechner, A., & Mathmann, F. (2020) Vigilant against Fake Smiles? Prevention Strengthens Customer Aversion to Frontline Employee Inauthenticity. Addressing third round of review at the Journal of Service Research [Special Issue]
  • Mathmann, F., Chylinski, M., de Ruyter, K., & Higgins, E. T. (2017). When Plentiful Platforms Pay Off: Assessment Orientation Moderates the Effect of Assortment Size on Choice Engagement and Product Valuation.Journal of Retailing, (2), 212–227.


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