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Chatbot ads with a human touch: A test of anthropomorphism, interactivity, and narrativity

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  • Sun, Yuan
  • Chen, Jin
  • Sundar, S. Shyam

Abstract

Powered by artificial intelligence (AI), chatbots are increasingly capable of simulating human-like conversations. But, is this desirable for strategic communications? Will chatbots be more persuasive if they are more human-like, not only in their appearance but also in their interaction and delivery of advertising content? We explored these questions with a 2 (chatbot profile: human-like vs. machine-like) x 2 (message interactivity: high vs. low) x 2 (ad type: narrative vs. factual) experiment (N = 414). Data reveal that high message interactivity fosters positive attitudes toward the chatbot and the ad by mitigating violated expectancy. Narrative ads promote chatbot advertising through perceived transportation. A three-way interaction revealed that when a chatbot is machine-like in appearance, higher interactivity and adoption of a narrative style of delivery serve to increase ad persuasiveness by heightening social presence. Theoretical and practical implications for chatbot advertising are discussed.

Suggested Citation

  • Sun, Yuan & Chen, Jin & Sundar, S. Shyam, 2024. "Chatbot ads with a human touch: A test of anthropomorphism, interactivity, and narrativity," Journal of Business Research, Elsevier, vol. 172(C).
    • Handle: RePEc:eee:jbrese:v:172:y:2024:i:c:s0148296323007622
    DOI: 10.1016/j.jbusres.2023.114403
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