Chatbot Advertising As a Double-Edged Sword: The Roles of Regulatory Focus and Privacy Concerns

Kim, WooJin; Ryoo, Yuhosua; Lee, So young; Lee, Jung Ah

doi:10.1080/00913367.2022.2043795

Cited by 30 publications

(9 citation statements)

References 72 publications

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“…Furthermore, when Morongiello and Mark ( 2008 ) replicated Aronson et al’s ( 1991 ) first hypocrisy induction study, 222 participants in many labs demonstrated reliable effects, with a 95% confidence interval for d from 0.59 to 0.74. Effects were also demonstrated in a study of 1377 consumers in naturally occurring settings (Gamma et al, 2020 ) regarding health (Peterson et al, 2008 ), civic behavior (Aronson et al, 1991 ; Stone et al, 1994 ), environmental protection (Dickerson et al, 1992 ; Gamma et al, 2020 ; Kim et al, 2022a , 2022b ; Priolo et al, 2016 ), shopping behavior (Rubens et al, 2015 ), and compliance with COVID-19 measures (Kim & Ryoo, 2022 ).…”

Section: Theoretical Backgroundmentioning

confidence: 88%

“…When people realize that they have transgressed against or deviated from internal moral values (Hosser et al, 2008 ; Kenworthy et al, 2011 ), they form negative self-evaluations of guilt or shame (Baek & Yoon, 2017 ; Kim et al, 2022a , 2022b ; Pounders et al, 2018 ; Sheikh & Janoff-Bulman, 2010 ; Tangney et al, 2007 ). Both emotions are highly correlated but conceptually distinct (Tangney et al, 2007 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns

Ryoo

Kim

2023

J Bus Ethics

Self Cite

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Governments, institutions, and brands try various intervention strategies for countering growing cyberbullying, but with questionable effectiveness. The authors use hypocrisy induction, a technique for subtly reminding consumers that they have acted contrary to their moral values, to see whether it makes consumers more willing to support brand-sponsored anti-cyberbullying CSR campaigns. Findings demonstrate that hypocrisy induction evokes varying reactions depending on regulatory focus, mediated by guilt and shame. Specifically, consumers who have a dominant promotion (prevention) focus feel guilt (shame), which motivates them to overcome their discomfort by supporting (avoiding) an anti-cyberbullying campaign. Moral regulation is drawn as a theoretical underpinning to explain various consumer reactions to hypocrisy induction, the moderating role of regulatory focus, and mediating role of guilt and shame. The research contributes to the literature and provides practical implications by explaining when and why brands can use hypocrisy induction to persuade consumers to support social causes through the lens of moral regulation theory.

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Section: Theoretical Backgroundmentioning

confidence: 88%

Section: Theoretical Backgroundmentioning

confidence: 99%

Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns

Ryoo

Kim

2023

J Bus Ethics

Self Cite

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“…This context is characterized by high choice difficulty due to the relatively high levels of assortment and product complexity in terms of the features used by consumers to make comparisons. Second, recent literature has reported that chatbots are frequently adopted by rental car companies to provide better service to their customers (Kim et al, 2022). The website was embedded in the Qualtrics webpage as an iframe.…”

Section: Methodsmentioning

confidence: 99%

I, chatbot! the impact of anthropomorphism and gaze direction on willingness to disclose personal information and behavioral intentions

Pizzi

Vannucci

Mazzoli

et al. 2023

Psychology and Marketing

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The present research focuses on the interplay between two common features of the customer service chatbot experience: gaze direction and anthropomorphism. Although the dominant approach in marketing theory and practice is to make chatbots as human‐like as possible, the current study, built on the humanness‐value‐loyalty model, addresses the chain of effects through which chatbots' nonverbal behaviors affect customers' willingness to disclose personal information and purchase intentions. By means of two experiments that adopt a real chatbot in a simulated shopping environment (i.e., car rental and travel insurance), the present work allows us to understand how to reduce individuals' tendency to see conversational agents as less knowledgeable and empathetic compared with humans. The results show that warmth perceptions are affected by gaze direction, whereas competence perceptions are affected by anthropomorphism. Warmth and competence perceptions are found to be key drivers of consumers’ skepticism toward the chatbot, which, in turn, affects consumers’ trust toward the service provider hosting the chatbot, ultimately leading consumers to be more willing to disclose their personal information and to repatronize the e‐tailer in the future. Building on the Theory of Mind, our results show that perceiving competence from a chatbot makes individuals less skeptical as long as they feel they are good at detecting others’ ultimate intentions.

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“…Chatbots can act as a 24/7 touchpoint answering customer queries and provide a 15%–90% cost reduction opportunity as it replaces the need of a human agent (Bakhshi et al, 2018). Indeed, 80% of firms have incorporated, or plan to use, chatbots in their service provision (W. Kim et al, 2022). As a result, a flurry of research has emerged to determine what factors contribute to the efficacy of chatbots (Appendix ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…As chatbots become more advanced, imagery is an emerging factor in chatbot interactions. For example, chatbots can provide images of the product (W. Kim et al, 2022) or use GIFs (animated images) and memes (widespread inside jokes; Zhang et al, 2022). Combining both text and imagery may contribute to stronger intentions and attitudes in chatbot–customer interactions.…”

Section: Literature Reviewmentioning

confidence: 99%

Chatbots in frontline services and customer experience: An anthropomorphism perspective

Nguyen

Ferm

Quach

et al. 2023

Psychology and Marketing

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This study measures the effects of chatbot anthropomorphic language on customers' perception of chatbot competence and authenticity on customer engagement while taking into consideration the moderating roles of humanlike appearance and brand credibility. We conducted two experimental studies to examine the conceptual framework. Study 1 tests the moderating effect of a chatbot's anthropomorphic appearance on the relationship between chatbots' language and customer engagement. Study 2 tests the moderating effect of brand credibility on the relationship between a chatbot's anthropomorphic language and customer engagement. The findings confirm that the interaction between humanlike appearance via the use of avatars and anthropomorphic language, such as using emojis, in conversations with customers influences customer engagement, and that this effect is mediated by perceived chatbot competence and authenticity. Further, the positive effect of anthropomorphic language on perceived competence, and subsequently on authenticity and engagement, is only significant when the brand credibility was low (vs. high). This study offers insights into the effect of chatbots' anthropomorphic language and provides suggestions on how to devise efficient strategies for engaging customers using chatbots.

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Chatbot Advertising As a Double-Edged Sword: The Roles of Regulatory Focus and Privacy Concerns

Cited by 30 publications

References 72 publications

Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns

Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns

I, chatbot! the impact of anthropomorphism and gaze direction on willingness to disclose personal information and behavioral intentions

Chatbots in frontline services and customer experience: An anthropomorphism perspective

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