Why Emotions Unlock Consumer Behavior in the Digital Age

Artificial intelligence (AI) is changing our lives in many ways; one of its latest impacts is on how we shop. AI word-of-mouth, or aiWOM, is a new development in the world of consumer behavior. Unlike traditional word-of-mouth, in which people talk to each other about products, aiWOM involves conversations between consumers and AI. These interactions can trigger emotions from happiness and fun to frustration, influencing buying decisions in surprising ways.

AiWOM is about how we interact with AI while shopping. Think of it as chatting with a super-smart friend who knows your preferences and can suggest products you’ll love. I, along with Vito Tassiello and other coauthors, describe this concept in our 2024 study. We explain that aiWOM is the interaction between consumers and AI technologies, leading to new behaviors and reactions. The magic of AI lies in its ability to mimic human conversations and provide personalized recommendations, making the shopping experience more engaging and persuasive.

Emotional Dynamics of aiWOM

The psychological impact of aiWOM can be profound, as it can trigger a spectrum of emotions that deeply influence consumer behavior. Positive emotions like happiness and fun during aiWOM interactions enhance customer satisfaction and loyalty. When a chatbots or virtual assistant uses humor and playful language, it makes the shopping experience more enjoyable, creating a positive emotional state that makes consumers more receptive to recommendations and increases the likelihood of making a purchase.

Curiosity and excitement can also be induced by aiWOM. Personalized suggestions can make shopping feel like an exciting adventure. This sense of novelty and anticipation encourages consumers to explore new products, leading to purchases they might not have considered otherwise. The thrill of discovering something new and the anticipation of receiving a product tailored to personal tastes make the entire process more engaging and satisfying.

However, the emotional landscape of aiWOM isn’t always positive. When AI fails to understand consumer queries or provides irrelevant suggestions, it can lead to frustration and disappointment. These negative emotions can erode trust and deter consumers from relying on AI for future shopping needs. The disappointment of unmet expectations or the frustration of poor service can significantly impact consumer loyalty and willingness to engage with AI in the future. For instance, if an AI fails to recommend appropriate products or misinterprets user input, it can create a sense of annoyance and reduce the perceived reliability of the technology.

Trust is a crucial factor in the emotional equation of aiWOM. Consistent and reliable recommendations from AI build trust over time. Our study emphasizes that trust in AI grows through repeated positive interactions. When consumers trust AI, they are more likely to follow its advice and make purchases based on its recommendations. Trust is built through accuracy, relevance, and a seamless user experience, making consumers feel confident that the AI understands and caters to their individual needs.

Empathy also plays a subtle yet significant role in how AI interactions are perceived. While AI lacks genuine emotions, its ability to simulate empathy through context-aware responses can create a more human-like interaction. This perceived empathy can enhance emotional connections and make consumers feel more understood and valued, further increasing their trust and reliance on AI recommendations. In summary, the emotional impact of aiWOM, whether positive or negative, shapes consumer behavior and trust, underscoring the need for businesses to prioritize emotionally intelligent AI interactions.

Psychological Shift From Human to AI Interactions

The shift from human agents to AI-based conversational agents is a significant transition in consumer behavior. Chia-Ying Li and Jin-Ting Zhang explored this switch in 2023 and identified several factors influencing this behavior. Low empathy and adaptability from human agents can push customers toward AI, while the benefits of AI—such as anytime/anywhere connectivity, visibility, and personalization—pull customers toward using AI. Their study found that frequent use of AI services strengthens these pull effects, making consumers more likely to switch to AI for their service needs.

Emotions are a driving force behind how aiWOM influences purchasing decisions. Emotional contagion, where individuals mimic the emotions of others, plays a significant role. When an AI assistant exhibits a cheerful and upbeat demeanor, it can make consumers feel happier, creating a positive association with the recommended products.

Moreover, the emotional state of consumers affects their evaluation of the information provided by AI. When consumers are in a good mood, they are more likely to view AI’s recommendations favorably, increasing the chances of making a purchase. Conversely, negative emotions can lead to critical evaluations and reduced purchasing intentions.

Emotions also influence memory. Positive experiences with aiWOM can lead consumers to remember other good experiences with similar recommendations, reinforcing their decision to buy. This emotional reinforcement makes consumers more inclined to rely on AI for future shopping decisions. Thus, the interplay between emotions, consumer mood, and memory underscores the significant impact of aiWOM on purchasing behavior.

Final Word

Understanding the emotional impact of aiWOM is invaluable for businesses aiming to leverage AI technologies in their marketing strategies. To achieve this, companies should focus on creating AI interactions that are enjoyable and engaging, incorporating elements like humor, personalization, and human-like conversation. These elements enhance positive emotional responses, which in turn lead to increased trust and purchases.

Minimizing negative emotions such as frustration and disappointment is equally important. By ensuring that AI technologies are well-trained and capable of accurately understanding and addressing consumer needs, companies can reduce negative emotional impacts. Consistency and reliability in AI recommendations are key to building long-term trust and confidence in AI.

The rise of aiWOM is transforming how we shop and make purchasing decisions by triggering a range of emotions, from happiness and excitement to frustration. This emotional influence can significantly shape consumer behavior, making it crucial for businesses to understand and harness the emotional impact of aiWOM. By doing so, they can develop more effective strategies to engage consumers and drive sales. As AI continues to evolve, its role in shaping our shopping experiences will only grow.