How does service robot anthropomorphism affect human co-workers?

Tojib, Dewi Rooslani; Sujan, Rahul; Ma, Junzhao; Tsarenko, Yelena

doi:10.1108/josm-03-2022-0090

Cited by 14 publications

(1 citation statement)

References 67 publications

(156 reference statements)

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“…That is why credibility is an important determinant for the effectiveness of brand use of VIs. By anthropomorphizing brands with personalities and human attributes, marketers have made them more relatable to consumers (Golossenko et al, 2020; Tojib et al, 2023; Wen Wan et al, 2017). In fact, Sundar (2004) and Kim and Sundar (2012) both found that consumers exposed to a human‐like agent perceive the information as more credible than those not exposed to a human‐like agent.…”

Section: Conceptual and Theoretical Model Research Model And Literatu...mentioning

confidence: 99%

Are they humans or are they robots? The effect of virtual influencer disclosure on brand trust

Muniz,

Stewart,

Magalhães

2023

J of Consumer Behaviour

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The increased prevalence of social media has led brands to utilize influencers for product endorsements and influence consumer perceptions. Among these influencers, virtual influencers (VIs)—that is, computer‐generated influencers with a social media presence–have gained significant attention due to their substantial online following and greater engagement compared to human influencers. However, a research gap exists in understanding the impact of VIs on consumer response toward brands, particularly when consumers perceive VIs as human. To address this gap, this study draws upon anthropomorphism and expectation disconfirmation theories to investigate the effect of disclosing a VI's nonhuman nature on consumer trust in the brand. Additionally, the influence of culture on consumers' perceptions of VIs is explored. The study employs three within‐subject experimental designs, with two studies conducted in the United States (n = 75 and n = 101) and one in Brazil (n = 83). The findings reveal that the disclosure of a VI's nonhuman nature negatively affects the perceived anthropomorphism of the influencer, subsequently diminishing the credibility of the VI and impacting brand trust. This study contributes significantly to the consumer behavior literature by examining the unintended consequences of disclosing VIs' nonhuman nature on consumer perceptions. Furthermore, it highlights the potential role of culture, as the direct influence of disclosure on anthropomorphism is observed, but the indirect influence on brand trust is not supported among Brazilian consumers. Consequently, brands must reconsider the design of their own VIs or those they collaborate with, striving for a design that mitigates consumer suspicion avoiding the negative effects of disclosure.

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