An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior

Although the notion of self-disclosure has received wide attention since the new millennium, most studies on this topic focus on consumer disclosure, leaving unexamined if brands could benefit from self-disclosure. Therefore, the question remains unanswered if the positive effects of brand self-disclosure on important relational and transactional variables observed in other contexts than consumer-brand relationships would be observed if self-disclosure was made by brands. This study addresses this question, specifically discussing if brand self-disclosure can enhance brand trust and willingness-to-buy (WTB) through the mediating effect of brand intimacy. Results from two scenario-based experiments indicate that engaging in self-disclosure-that is, disclosing some information that was kept unknown so far-helps brands create intimacy and trust with consumers, leading these individuals to exhibit higher WTB. Further, results show that all selfdisclosures are not equal, and it is when the brand engages in the disclosure of positive (vs. negative) information that consumers perceive more brand intimacy, and this even more when such information is disclosed in an anthropomorphic manner. These findings thus provide consistent empirical evidence showing that brand self-disclosure-if providing positive information in an anthropomorphic manner-can serve as a critical tool for brands in their relationships with customers.brand anthropomorphism, brand intimacy, brand self-disclosure, brand trust, willingness-to-buy (WTB) | INTRODUCTIONBrands have more than ever started sharing information that was previously not released to consumers. One particular type of such information pertains to the way products are made or what raw materials comprise them. This trend is particularly salient in the food service industry, with, for instance, McDonald's having revealed in the United States in 2014 how they make their French fries and nuggets. In 2015 in France, Ferrero divulged how they manufacture their Nutella products.Restaurants also have shared information about recipes and ingredients of dishes. For example, in the United States, in New Haven, Trinity Bar & Restaurant shared its butternut squash soup recipe and, in Wilmington, Goat Restaurant shared its mushroom soup recipe. Considering that it is not common for consumers to receive such information from brands about how their products are made, this deliberate brand self-disclosureor the act of revealing product information about the production process, which is usually kept private (Collins & Miller, 1994)-of such information might influence consumer perceptions and eventually consumer-brand relationships.

Section: Theoretical Contributionssupporting

confidence: 76%

How brand self‐disclosure helps brands create intimacy with customers: The role of information valence and anthropomorphism

Huaman-Ramirez

Lunardo

Vásquez‐Parraga

2021

“…These links have been validated in the service literature (Kim & Stepchenkova, 2018; Ou & Verhoef, 2017) for negative emotions and in e‐commerce studies for trust (Gefen & Straub, 2003). However, the effect of trust on loyalty in a chatbot context, was not significant in other research (airline industry; Meyer‐Waarden et al, 2020 and personal intelligent agents; Moussawi et al, 2020; Pitardi et al, 2021). Therefore, it can be concluded that the results vary depending on the service context.…”

Section: Discussionmentioning

confidence: 75%

Creepiness: Its antecedents and impact on loyalty when interacting with a chatbot

Rajaobelina

Tep

Arcand

et al. 2021

117

Consumers sometimes describe their experience of interacting with artificial intelligence‐based human‐like chatbots as creepy. This study investigates the antecedents of creepiness (i.e., the chatbot's usability, privacy concerns, and user variables such as technology anxiety and the need for human interaction) and its impact on consumer loyalty. Grounded in the technology paradox, it deepens the understanding of creepiness in light of the theoretical underpinnings of the privacy paradox and privacy cynicism. Presented with the task of obtaining a car insurance quote, 430 consumers participated in a simulation involving interaction with a chatbot, followed by a questionnaire. The findings show that creepiness decreases loyalty and indirectly impacts it through trust and negative emotions. While usability reduces perceptions of creepiness, privacy concerns raised by the interaction with the chatbot increase creepiness, which is positively associated with consumer traits (i.e., technology anxiety and need for human interaction). The main contribution of the research lies in its focus on creepiness, a concept under‐researched in the marketing literature, and which can be seen from the perspective of a coping mechanism for consumers’ privacy concerns. This paper provides practical implications to orient managers in the design and implementation of chatbots, as a promising touch point to build customer loyalty.

“…Specifically, when consumers feel in control and believe the technology is functional (easy to use), they will be more inclined to adopt the technology; consumers who do not feel in control, feel a certain dependency, and/or feel that the technology is challenging to use will be more resistant. What is often overlooked by these studies, however, is the dyadic relationship established between consumers and anthropomorphized technologies (Guzman, 2019; Kim & McGill, 2011; Moriuchi, 2021) and the psychological and social mediators therein. In the current study, consumers do not interact with VAs as products to be dominated or controlled, but rather as social entities attributed to human‐like characteristics, intentions, and behaviors (Moriuchi, 2021; Woods, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…What is often overlooked by these studies, however, is the dyadic relationship established between consumers and anthropomorphized technologies (Guzman, 2019; Kim & McGill, 2011; Moriuchi, 2021) and the psychological and social mediators therein. In the current study, consumers do not interact with VAs as products to be dominated or controlled, but rather as social entities attributed to human‐like characteristics, intentions, and behaviors (Moriuchi, 2021; Woods, 2018).…”

Section: Introductionmentioning

confidence: 99%

“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction

Tassiello

Tillotson

Rome

2021

This article investigates the consumer–voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decision‐making process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers' willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high‐involvement products through VA technology, particularly when experiencing high‐power states. This study broadens our understanding of the role of VAs and their ability to shape the consumer decision‐making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low‐involvement products that enable high‐power psychological conditions which drive willingness to purchase.