Research on the Influence Mechanism of AI Sound Cues on Decision Outcomes from the Perspective of Perceptual Contagion Theory

As AI recommendation systems become increasingly important in consumer decision-making, leveraging sound cues to optimize user interaction experience has become a key research topic. Grounded in the theory of perceptual contagion, this study centers on sound cues in AI recommendation scenarios, systematically examining their impact on consumer choice and choice satisfaction, as well as the underlying psychological mechanisms. Study 1 (hotel recommendation, N = 155) demonstrated that embedding sound cues into recommendation interfaces significantly increased consumer choice and choice satisfaction. Study 2 (laptop recommendation, N = 155) further revealed that this effect was mediated by preference fluency. Contrary to expectations, AI literacy did not moderate these effects, suggesting that sound cues exert influence across different user groups regardless of technological expertise. Theoretically, this study (1) introduces the theory of perceptual contagion into AI-human interaction research; (2) identifies preference fluency as the core mediating mechanism; and (3) challenges the traditional assumptions about the role of AI literacy. Practically, this study proposes a low-cost and highly adaptable design strategy, providing a new direction for recommendation systems to shift from content-driven to experience-driven. These findings enrich the understanding of sensory influences in digital contexts and offer practical insights for optimizing the design of AI platforms.