EXECUTIVE TAKEAWAYS Executive Takeaways
■ Smart-speaker engagement depends on the user's personality, the task, and features of the technology. ■ A metaphor analysis identified variables that support or disrupt engagement. ■ Cognitive engagement is a critical dimension of the construct, especially for consumer research. ■ The study offers a reliable, valid, empirical framework for examining smart-speaker engagement.
Kate Nicewicz Scott, PhD Graduate Mona Sinha, Associate Professor of Marketing Saurabh Gupta, Professor of Information Systems Jennifer Hutchins, Associate Professor of Marketing Patrick van Esch, Assistant Professor of Marketing
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