226. Voice Retailers & Customer Mood Prediction.
August 4, 2022
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Online behavior is tracked and used by marketers to tailor advertisements and offers. As consumers start to use voice assistants to help them purchase the things they want, do their voices give away more about them than their keystrokes do?
Today we’re speaking with Martin Klarmann about research he and Ingo Halbauer conducted into the potential for voice retailers to predict consumer mood and how knowledge of a consumer’s mood could be used by those same retailers.
Topics include:
The critical ways in which the retail experience through a voice assistant is different from traditional online shopping.
The aspects of our speech that signal our moods.
Why a retailer’s ability to know a consumer’s mood creates an ethical conundrum.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Martin Klarmann is currently Professor of Marketing at the Karlsruhe Institute of Technology (KIT). He is head of the Marketing & Sales Research Group and co-director of the Institute of Information Systems and Marketing (IISM). Before, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau.
After studying Business Administration in Hamburg, Lyon, and Mannheim, Martin Klarmann obtained his doctoral degree in Marketing at the University of Mannheim, where he also worked for nearly two years as an Assistant Professor of Empirical Research Methods.
Martin Klarmann’s research focuses on a marketing methods, marketing strategy, and sales management. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Moreover, he has received several awards for his research, including an overall best paper award at the American Marketing Association’s Winter Educators’ Conference.
Martin Klarmann has taught classes on a variety of subjects related to marketing and sales in Germany, France, Switzerland, and Hungary. He is an active teacher at the undergraduate, graduate, executive, and Ph.D. level. Martin Klarmann has been recognized several times for teaching excellence.
Before embarking on his academic career, Professor Klarmann worked for two years at the Heinrich Bauer Verlag, a major German publishing house. Moreover, he has consulted with numerous companies in the automotive, mechanical engineering, and media industries.
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International Journal of Research in Marketing
Martin Klarmann (Corresponding Author)
Ingo Halbauer (Co author)