The role of voice-enabled smart devices in promoting prosocial shopping behavior

Our research demonstrates that shopping with a voice-enabled smart device (Amazon Alexa, Apple Siri, etc.) increases the likelihood of engaging in shopping-relevant prosocial behaviors (choosing sustainable or altruistic brands, donating at checkout, etc.). To explain the effect, we propose that the “social” nature of the devices enhances the salience of relevant social norms. We present four studies that provide evidence for the effect across diverse shopping contexts and prosocial behaviors. Our findings contribute to growing research on modern shopping technologies and the nature of “social presence” in digital environments, and they suggest exciting opportunities for the use of voice-enabled smart devices in social and cause-related marketing.