Eugene Cho
S. Shyam Sundar
ABSTRACT
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.
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