Psychological Researches in Management

Psychological Researches in Management

Identifying the Antecedents and Consequences of Emotional Artificial Intelligence in Smart Marketing: Investigating the Impact of Advanced Emotion Analysis and Voice Modulation Algorithms on Consumers' Shopping Experience

Document Type : Original Article

Authors
Davood Feiz 1
Mohsen Arman 2
Mohammadrasoul Feiz 3
1 Professor, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. Email: Feiz1353@semnan.ac.ir
2 Ph.D. student in Marketing, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. Email: mohsenarman@semnan.ac.ir
3 Ph.D. student in Marketing, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. Email: Mr.feiz@semnan.ac.ir
10.22034/jom.2025.2057041.1345
Abstract
Purpose: Affective Artificial Intelligence (Affective AI) is reshaping consumer–brand interactions by using emotion recognition and voice modulation to create personalized and empathetic experiences. While its potential for enhancing engagement and loyalty is widely acknowledged, serious concerns regarding privacy, technical limitations, and ethics remain. The purpose of this study is to identify the antecedents and consequences of adopting Affective AI in smart marketing, with an emphasis on the psychological, technological, and social mechanisms that drive consumer acceptance and the risks that may undermine its effectiveness. By exploring both positive and negative outcomes, this research addresses a critical gap in marketing literature where the emotional dimension of AI-enabled technologies has received limited attention.
Keywords
Smart marketing
shopping experience
voice modeling
emotional artificial intelligence

Subjects

  1.  

    منابع فارسی

    1. شرفی، وحید، و شاحسینی، هدی (1402). بررسی تأثیر رفتارهای خرابکارانۀ کارکنان بر رفتارهای منحرف مشتریان. پژوهش‌های روانشناختی در مدیریت، ۹(۱)، ۸۳-۹۸. https://doi.org/10.22034/jom.2023.703337

      References

    1. Alipour, P., Gallegos, E.E., & Sridhar, S. (2024). AI-driven marketing personalization: Deploying convolutional neural networks to decode consumer behavior. International Journal of Human-Computer Interaction, 1–19. https://doi.org/10.1080/10447318.2024.2432455
    2. Arachchi, H.A.D. M., & Samarasinghe, G.D. (2024). Impact of embedded AI mobile smart speech recognition on consumer attitudes towards AI and purchase intention across Generations X and Y. European Journal of Management Studies, 29(1), 3–29. https://doi.org/10.1108/EJMS-03-2023-0019
    3. Armutcu, B., Tan, A., Ho, S.P.S., Chow, M.Y.C., & Gleason, K.C. (2024). The effect of bank artificial intelligence on consumer purchase intentions. Kybernetes. Advance online publication. https://doi.org/10.1108/K-01-2024-0145
    4. Assael, H. (2004). Consumer behavior: A strategic approach. Houghton Mifflin.
    5. Balaji, K., & Rao, P.S. (2024). Artificial intelligence and chatbots: Transforming user experience in e-tailing. 2024 9th International Conference on Communication and Electronics Systems (ICCES) (pp. 1375–1379). IEEE. https://doi.org/10.1109/ICCES63552.2024.10859474
    6. Bulchand-Gidumal, J., Secin, E. W., O’Connor, P., & Buhalis, D. (2023). Artificial intelligence’s impact on hospitality and tourism marketing: Exploring key themes and addressing challenges. Current Issues in Tourism, 27(14), 2345–2362. https://doi.org/10.1080/13683500.2023.2229480
    7. Dabholkar, P.A., & Spaid, B.I. (2011). Service failure and recovery in using technology-based self-service: Effects on user attributions and satisfaction. The Service Industries Journal, 32(9), 1415–1432. https://doi.org/10.1080/02642069.2011.600518
    8. Damiasih, D. (2025). Psychological factors influencing tourist decision making: A qualitative review in the context of business psychology. Golden Ratio of Social Science and Education, 5(1), 59–72. https://doi.org/10.52970/grsse.v5i1.433
    9. Davtyan, N. (2024). AI in consumer behavior analysis and digital marketing: A strategic approach. In Proceedings of the International Conference on Social and Business Sciences (pp. 61–70). https://doi.org/10.70301/conf.sbs-jabr.2024.1/1.5
    10. Dhanvijay, N.I., Shegekar, G.R., Bhosale, G.S., Gajbhiye, S.R., & Adikane, S.S. (2025). AI-based smart utility management system. International Journal for Research in Applied Science and Engineering Technology, 13(5). https://doi.org/10.22214/ijraset.2025.67207
    11. Durmuş Şenyapar, H.N. (2024). Artificial intelligence in marketing communication: A comprehensive exploration of the integration and impact of AI. Technium Social Sciences Journal, 55(1), 64–81. https://doi.org/10.47577/tssj.v55i1.10690
    12. Ebirim, G.U., Unigwe, I.F., Ndubuisi, N.L., Ibeh, C.V., Asuzu, O.F., & Adelekan, O.A. (2024). Entrepreneurship in the sharing economy: A review of business models and social impacts. International Journal of Science and Research Archive, 11(1). https://doi.org/10.30574/ijsra.2024.11.1.0136
    13. Eghaghe, V.O., Osundare, O.S., Ewim, C.P.M., & Okeke, I.C. (2024). Navigating the ethical and governance challenges of AI deployment in AML practices within the financial industry. International Journal of Scholarly Research and Reviews, 5(2), 30–51.
    14. Fianto, Y.A. (2023). Artificial intelligence and novel services: Exploring opportunities in the marketing landscape. Journal of Applied Management and Business, 4(1), 399–412. https://doi.org/10.37802/jamb.v4i1.399
    15. Farahani, M., & Ghasemi, G. (2024). Artificial intelligence and inequality: Challenges and opportunities. International Journal of Innovation in Education, 9(1), 78–99. https://doi.org/10.32388/7HWUZ2
    16. Florido-Benítez, L., & del Alcázar Martínez, B. (2024). How artificial intelligence (AI) is powering new tourism marketing and the future agenda for smart tourist destinations. Electronics, 13(21), 4151. https://doi.org/10.3390/electronics13214151
    17. Grljević, O., & Bošnjak, Z. (2018). Sentiment analysis of customer data. Strategic Management: International Journal of Strategic Management and Decision Support Systems in Strategic Management, 23(3), 3–10. https://doi.org/10.5937/SentimentAnalysis2018
    18. Heffernan, R., & LaValle, S. (2007). Emotional interactions: The frontier of the customer-focused enterprise. Strategy & Leadership, 35(3), 38–49. https://doi.org/10.1108/10878570710745820
    19. Hu, H., & Jasper, C.R. (2015). The impact of consumer shopping experience on consumer channel decision. Academy of Marketing Studies Journal, 19(3), 213–220. https://doi.org/10.2139/amsj.2015.213
    20. Israfilzade, K., & Sadili, N. (2024). Beyond interaction: Generative AI in conversational marketing—Foundations, developments, and future directions. Journal of Life Economics, 11(1), 13–29. https://doi.org/10.15637/jlecon.2294
    21. Kaczorowska-Spychalska, D. (2018). Shaping consumer behaviour in the fashion industry by interactive communication. Fibres & Textiles in Eastern Europe, 26(4), 13–19. https://doi.org/10.5604/01.3001.0012.1307
    22. Kaličanin, K., Čolović, M., Njeguš, A., & Mitić, V. (2019). Benefits of artificial intelligence and machine learning in marketing. In Proceedings of the International Scientific Conference – Sinteza 2019 (pp. 472–477). Belgrade, Serbia: Singidunum University. https://doi.org/10.15308/sinteza-2019-472-477
    23. Kumar, A., & Jain, A.K. (2022). Emotion detection in psychological texts by fine-tuning BERT using emotion-cause pair extraction. International Journal of Speech Technology, 25(3), 727–743. https://doi.org/10.1007/s10772-022-09982-9
    24. Kumar, D., & Suthar, N. (2024). Ethical and legal challenges of AI in marketing: An exploration of solutions. Journal of Information, Communication and Ethics in Society, 22(1), 124–144. https://doi.org/10.1108/JICES-05-2023-0068
    25. Lazarenko, N., & Hapchuk, Y. (2025). Emotional artificial intelligence in teacher education: A new dimension of teacher–student interaction [Емоційний штучний інтелект у педагогічній освіті: новий вимір взаємодії викладача і студента]. Педевтологія, 2(2), 7–18. https://doi.org/10.31652/3041-1203-2024(2)-7-18
    26. Li, Y., Jiang, Y., Tian, D., Hu, L., Lu, H., & Yuan, Z. (2019). AI-enabled emotion communication. IEEE Network, 33(6), 15–21. https://doi.org/10.1109/MNET.001.1900023
    27. Mari, A., Mandelli, A., & Algesheimer, R. (2024). Empathic voice assistants: Enhancing consumer responses in voice commerce. Journal of Business Research, 172, 114566. https://doi.org/10.1016/j.jbusres.2024.114566
    28. McCollough, M.A., Berry, L.L., & Yadav, M.S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121–137. https://doi.org/10.1177/109467050032002
    29. Michlits, D., Mahlberg, B., & Haiss, P.R. (2019). Industry 4.0 – The future of Austrian jobs. http://dx.doi.org/10.2139/ssrn.3461525
    30. Nadeem, M. (2024). Generative Artificial Intelligence [GAI]: Enhancing future marketing strategies with Emotional Intelligence [EI], and social skills?. British Journal of Marketing Studies. https://doi.org/10.37745/bjms.2013/vol12n1115
    31. Narimisaei, J., Naeim, M., & Imannezhad, Sh., Samian, P., & Sobhani, M.R. (2024). Exploring emotional intelligence in artificial intelligence systems: A comprehensive analysis of emotion recognition and response mechanisms. Annals of Medicine & Surgery, 86(8), 4657-4663. https://doi.org/10.1097/ms9.0000000000002315  
    32. Padmavathy, A., & Alamelu, R. (2025). Harnessing personalized emotional AI for enhanced consumer engagement in intelligent marketing. Journal of Dynamics and Control, 9(1), 13–22. https://doi.org/10.71058/jodac.v9i1002
    33. Palić, M. (2024). Smart channel – The next step in the evolution of marketing channels. International Journal of Multidisciplinarity in Business and Science, 10(16), 57-64. https://doi.org/10.56321/IJMBS.10.16.57
    34. Patil, D. (2025). Generative artificial intelligence in marketing and advertising: Advancing personalization and optimizing consumer engagement strategies. https://doi.org/10.2139/ssrn.5057404
    35. Pavone, G., Meyer-Waarden, L., & Munzel, A. (2024). From analytics to empathy and creativity: Charting the AI revolution in marketing practice and education. Recherche et Applications En Marketing (English Edition), 40(1), 92-120. (Original work published 2025) https://doi.org/10.1177/20515707241283311
    36. Rathod, V.H. (2023). Marketing intelligence redefined: Leveraging the power of AI for smarter business growth. Towards Excellence, 15(2). https://hrdc.gujaratuniversity.ac.in/Publication/article?id=12428
    37. Rovai, S., Pasquinelli, C., & Teh, C. (2023). AI in the luxury in-store atmospherics. Symphonya. Emerging Issues in Management, (1), 9–31. https://doi.org/10.4468/2023.01.02rovai.pasquinelli.teh
    38. Sharafi, V., & Shahoseini, H. (2023). Investigating the impact of employees' destructive behaviors on customers' deviant behaviors. Psychological Researches in Management, 9(1), 83-98. https://doi.org/10.22034/jom.2023.703337 (In Persian)
    39. Shkurat, M., Kushko, Z., & Shkurat, O. (2024). Analysis of the state of the global labor market in the context of global digitalization. Actual Problems of Economics, 1(274), 66-79. http://dx.doi.org/10.32752/1993-6788-2024-1-274-66-79
    40. Siregar, A.I. (2024). Digital marketing Dalam Menghadapi Persaingan Bisnis di era digital: Kajian Konseptual. Jurnal Ilmiah Universitas Batanghari Jambi, 24(3). http://dx.doi.org/10.33087/jiubj.v24i3.5678
    41. Thamilselvan, D.R., & Rakeshyanand, N. (2024). The role of emotions in consumer decision-making: Analyze how emotional appeal in marketing affects consumer behavior. International Journal of Scientific Research in Engineering and Management, 8(10), 1-5. http://dx.doi.org/10.55041/IJSREM37988
    42. Tsai, W., & Yao, S. (2024). Effects of service marketing in AI medical industry on brand image and consumer behavior. Revista de Cercetare si Interventie Sociala, 84, 133-141. http://dx.doi.org/10.33788/rcis.84.9
    43. Urban, G.L. (2004). The Emerging Era of Customer Advocacy. MIT Sloan Management Review, 45(2), 77-82. https://www.researchgate.net/publication/279571679_The_emerging_era_of_customer_advocacy
    44. Velagaleti, S.B., Choukaier, D., Nuthakki, D.R., Lamba, V., Sharma, V., & Rahul, S. (2024). Empathetic algorithms: The role of AI in understanding and enhancing human emotional intelligence. Journal of Electrical Systems, 20(3). https://doi.org/10.52783/jes.1806
    45. Vyas, A.M. (2024). Exploring the impact of emotion-recognition AI on consumer trust and satisfaction. 2024 IEEE International Students’ Conference on Electrical, Electronics and Computer Science (SCEECS) (pp. 1–6). IEEE. https://doi.org/10.1109/SCEECS61402.2024.10482187
    46. Yadav, T. (2024). AI in neuromarketing: Understanding consumer emotions and behavior through machine learning. International Journal for Multidisciplinary Research, 6(5), 281–298. https://doi.org/10.36948/ijfmr.2024.v06i05.28154
    47. Zhao, Q., Li, H., Wang, Q., Shen, L., & Wu, P. (2024). Impact of virtual reality technology-based marketing strategies on consumer shopping decisions. In T. Ahram & C. Falcão (Eds.), Usability and User Experience: AHFE 2024 International Conference (Vol. 156). AHFE International. http://doi.org/10.54941/ahfe1005453
    48. Zhu, Y., Lu, Y., Gupta, S., Wang, J., & Hu, P. (2023). Promoting smart wearable devices in the health-AI market: The role of health consciousness and privacy protection. Journal of Research in Interactive Marketing, 17(2), 257–272. https://doi.org/10.1108/JRIM-10-2021-0246
    49. Zia, A. (2016). Impact of shopping experience on consumer loyalty: An empirical study of organized and unorganized retailers in India. Sosiohumanika, 7(1), 1–12. https://journals.mindamas.com/index.php/sosiohumanika/article/view/506
Psychological Researches in Management
Volume 11, Issue 3
Summer 2025
Pages 93-122