Virtual voices for real change: The efficacy of virtual humans in pro-environmental social marketing for mitigating misinformation about climate change

Moon, Won-Ki; Song, Y. Greg; Atkinson, Lucy

doi:10.1016/j.chbah.2024.100047

Computers in Human Behavior: Artificial Humans

2024

DOI: 10.1016/j.chbah.2024.100047

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Virtual voices for real change: The efficacy of virtual humans in pro-environmental social marketing for mitigating misinformation about climate change

Won-Ki Moon,

Y. Greg Song,

Lucy Atkinson

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2024

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Societal Perceptions and Acceptance of Virtual Humans: Trust and Ethics across Different Contexts

Gerlich

2024

Social Sciences

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This article examines public perceptions of virtual humans across various contexts, including social media, business environments, and personal interactions. Using an experimental approach with 371 participants in the United Kingdom, this research explores how the disclosure of virtual human technology influences trust, performance perception, usage likelihood, and overall acceptance. Participants interacted with virtual humans in simulations, initially unaware of their virtual nature, and then completed surveys to capture their perceptions before and after disclosure. The results indicate that trust and acceptance are higher in social media contexts, whereas business and general settings reveal significant negative shifts post-disclosure. Trust emerged as a critical factor influencing overall acceptance, with social media interactions maintaining higher levels of trust and performance perceptions than business environments and general interactions. A qualitative analysis of open-ended responses and follow-up interviews highlights concerns about transparency, security, and the lack of human touch. Participants expressed fears about data exploitation and the ethical implications of virtual human technology, particularly in business and personal settings. This study underscores the importance of ethical guidelines and transparent protocols to enhance the adoption of virtual humans in diverse sectors. These findings offer valuable insights for developers, marketers, and policymakers to optimise virtual human integration while addressing societal apprehensions, ultimately contributing to more effective and ethical deployment of virtual human technologies.

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Societal Perceptions and Acceptance of Virtual Humans: Trust and Ethics across Different Contexts

Gerlich

2024

Social Sciences

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Virtual voices for real change: The efficacy of virtual humans in pro-environmental social marketing for mitigating misinformation about climate change

Cited by 1 publication

References 71 publications

Societal Perceptions and Acceptance of Virtual Humans: Trust and Ethics across Different Contexts

Societal Perceptions and Acceptance of Virtual Humans: Trust and Ethics across Different Contexts

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