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Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking

Author

Listed:
  • Seo Young Kim

    (Columbia University)

  • Bernd H. Schmitt

    (Columbia University)

  • Nadia M. Thalmann

    (Nanyang Technological University)

Abstract

Consumer robots are predicted to be employed in a variety of customer-facing situations. As these robots are designed to look and behave like humans, consumers attribute human traits to them—a phenomenon known as the “Eliza Effect.” In four experiments, we show that the anthropomorphism of a consumer robot increases psychological warmth but decreases attitudes, due to uncanniness. Competence judgments are much less affected and not subject to a decrease in attitudes. The current research contributes to research on artificial intelligence, anthropomorphism, and the uncanny valley phenomenon. We suggest to managers that they need to make sure that the appearances and behaviors of robots are not too human-like to avoid negative attitudes toward robots. Moreover, managers and researchers should collaborate to determine the optimal level of anthropomorphism.

Suggested Citation

  • Seo Young Kim & Bernd H. Schmitt & Nadia M. Thalmann, 2019. "Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking," Marketing Letters, Springer, vol. 30(1), pages 1-12, March.
    • Handle: RePEc:kap:mktlet:v:30:y:2019:i:1:d:10.1007_s11002-019-09485-9
    DOI: 10.1007/s11002-019-09485-9
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    References listed on IDEAS

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    3. Sara Kim & Rocky Peng Chen & Ke Zhang, 2016. "Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 282-302.
    4. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
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