Consumer-brand Relationships with AI Anthropomorphic Assistant: Role of Product Usage Barrier, Psychological Distance and Trust

Jham, Vimi; Malhotra, Gunjan; Sehgal, Nidhi

doi:10.1080/09593969.2023.2178023

Cited by 8 publications

(7 citation statements)

References 54 publications

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“…With increased brand anthropomorphism in Indian markets, consumers begin to believe in brand credibility and thus develop a feeling of ownership for the luxury brand, thereby increasing consumers' preference for luxury products. Psychological ownership (Pierce et al, 2003) would further protect these luxury Stereotypes on consumer attitude brands, and consumers' positive feelings are associated with brand attitude, credibility, attachment, competence, warmth and the human-like presence of the luxury brand (Jham et al, 2023). Thus, consumers' psychological ownership moderates the effect of brand stereotypes and anthropomorphism on consumers' attitudes towards luxury products via brand credibility at higher levels of psychological ownership.…”

Section: Discussionmentioning

confidence: 99%

“…A profound sense of psychological ownership results in a willingness to pay more for a brand, satisfied customers, resistance to competition, word-of-mouth recommendations and intentions to maintain a relationship with the brand (Peck and Shu, 2009). Possessions motivated by psychological ownership become extensions of the owner's self (Jham et al, 2023), leading to a positive brand attitude. In the context of this study, which examines consumers' psychological ownership of luxury goods, it's noteworthy that consumers often make significant investments when purchasing these goods (Mendini, 2022).…”

Section: Psychological Ownershipmentioning

confidence: 99%

“…competence) and intentions (i.e. warmth) (Jham et al, 2023). Thus, it is important to account for brand credibility when examining the role of brand stereotypes on brand attitude.…”

Section: Psychological Ownershipmentioning

confidence: 99%

“…Psychological ownership, as described by Pierce et al (2003), involves individuals believing that they possess or have a strong connection to an object, shaping their sense of self (Jham et al, 2023). This psychological ownership extends to brands and can lead to positive brand-related attitudes and behaviours, ultimately enhancing brand value (Malhotra et al, 2022).…”

Section: Stereotypes On Consumer Attitudementioning

confidence: 99%

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

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Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

Malhotra,

Dandotiya

2023

IJRDM

Self Cite

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PurposeThis study aims to understand consumers' attitudes towards luxury products based on the stereotype content model, brand anthropomorphism and the psychological ownership theory.Design/methodology/approachThe authors collected data from Indian consumers using the online questionnaire survey method. Data analysis was conducted using SPSS AMOS version 24 and PROCESS SPSS macro, using both mediation and moderated mediation models.FindingsThe findings suggest that increasing brand anthropomorphism and stereotypes enhance consumers' attitudes through a significant mediating role of brand credibility. The results also show that consumers' psychological ownership positively moderates the mediating path via brand credibility from low to high levels.Originality/valueIn doing so, this study contributes to the literature on luxury retail by examining how brand stereotypes and brand anthropomorphism impact consumers' attitudes towards luxury brands through the mediating role of brand credibility and the moderating role of psychological ownership. In the process, the study provides an understanding of Indian consumers' attitudes in the context of the Indian luxury retail sector.

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Section: Discussionmentioning

confidence: 99%

Section: Psychological Ownershipmentioning

confidence: 99%

“…competence) and intentions (i.e. warmth) (Jham et al, 2023). Thus, it is important to account for brand credibility when examining the role of brand stereotypes on brand attitude.…”

Section: Psychological Ownershipmentioning

confidence: 99%

Section: Stereotypes On Consumer Attitudementioning

confidence: 99%

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

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Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

Malhotra,

Dandotiya

2023

IJRDM

Self Cite

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Exploring AI technology and consumer behavior in retail interactions

Petrescu,

Krishen,

Gironda

et al. 2024

J of Consumer Behaviour

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This research systematically reviews artificial intelligence (AI) effects in customer‐interfacing retail applications based on an ecosystem value co‐creation framework. We conduct a bibliometric and conceptual mapping analysis study, focusing on AI‐related implications for consumers' and other stakeholders' well‐being, social interaction, and societal welfare. A co‐citation network visualization of critical AI journal articles is generated, and a network visualization of AI keyword relationships and clustered topic areas is presented and discussed, along with a conceptual map of the relationships between key concepts and substantive AI themes. In an ecosystem context, the multidisciplinary‐based bibliometric and conceptual mapping findings of our analysis reflect the need to focus not only on the positive and negative effects on stakeholder well‐being, social interaction, and societal welfare but also on how effects created in one of these levels impact the value created in the other social layers. Furthermore, the interdisciplinary characteristics necessary in effectively implementing and managing AI technologies emphasize the need for collaboration among multiple organizational departments, technology partners, and other members of the business ecosystem. The findings of this research contribute to assessing both the positive and negative effects of AI and allow for its implementation in a way that is helpful to organizations, employees, consumers, and society. This study should also help managers decide which situations are best suited for using AI and which are not.

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How does AI drive branding? Towards an integrated theoretical framework for AI-driven branding

Deryl,

Verma,

Srivastava

2023

International Journal of Information Management Data Insights

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Consumer-brand Relationships with AI Anthropomorphic Assistant: Role of Product Usage Barrier, Psychological Distance and Trust

Cited by 8 publications

References 54 publications

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

Exploring AI technology and consumer behavior in retail interactions

How does AI drive branding? Towards an integrated theoretical framework for AI-driven branding

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