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Based on the theoretical framework of agency effect, this study examined the role of affect in influencing the effects of chatbot versus human brand representatives in the context of health marketing communication about HPV vaccines. We conducted a 2 (perceived agency: chatbot vs. human) × 3 (affect elicitation: embarrassment, anger, neutral) between‐subject lab experiment with 142 participants, who were randomly assigned to interact with either a perceived chatbot or a human representative. Key findings from self‐reported and behavioral data highlight the complexity of consumer–chatbot communication. Specifically, participants reported lower interaction satisfaction with the chatbot than with the human representative when anger was evoked. However, participants were more likely to disclose concerns of HPV risks and provide more elaborate answers to the perceived human representative when embarrassment was elicited. Overall, the chatbot performed comparably to the human representative in terms of perceived usefulness and influence over participants' compliance intention in all emotional contexts. The findings complement the Computers as Social Actors paradigm and offer strategic guidelines to capitalize on the relative advantages of chatbot versus human representatives.

Perceived social norms are routinely observed as positive predictors of indoor tanning. Past research has suggested that messaging interventions target normative perceptions to reduce indoor tanning behavior. Despite this call, little empirical research has investigated the utility of taking a social norms approach in behavioral interventions. The present study addresses this gap by conducting a quasi-experiment ( N = 206) assessing the effect of an intervention message correcting normative misperceptions on indoor tanning intentions at different levels of tanning frequency. Results suggest that tailored normative intervention messages can successfully reduce tanning intentions among high-frequency tanners, those who scored at the 75th and 90th percentile of tanning frequency ( f2 for interaction = .015). These results provide preliminary empirical evidence to support previous theorizing on the efficacy of social norms interventions among high-frequency indoor tanners.

Abstract. Headlines that are incongruous with article content can negatively impact media learning outcomes. Clickbait headlines intentionally misrepresent news content, often in sensational ways to increase click-throughs and ad revenue. To evaluate the impact of clickbait headlines on media learning and article-related beliefs, we conducted two online experiments, each testing a 3 (headline-type: accurate, clickbait-question, clickbait-exaggerated) × 2 (exposure: headline-only, full article) factorial. In Study 1, an online sample of US adults ( N = 629) was randomly assigned to one of six news message conditions. Study 2 ( N = 1,674) was a replication study across three news contexts and testing a mediator to explain how exposure to a clickbait headline can influence learning. Key results suggest that reading the full article with an accurate headline resulted in the highest recognition and comprehension, and reading correcting information within an article is likely not enough to overcome the deleterious impact of a clickbait headline. Theoretical and practical recommendations are discussed.

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