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Anthropomorphized artificial intelligence, attachment, and consumer behavior

Author

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  • Erik Hermann

    (IHP - Leibniz-Institut für innovative Mikroelektronik)

Abstract

The increasing humanization and emotional intelligence of AI applications have the potential to induce consumers’ attachment to AI and to transform human-to-AI interactions into human-to-human-like interactions. In turn, consumer behavior as well as consumers’ individual and social lives can be affected in various ways. Following this reasoning, I illustrate the implications and research opportunities related to consumers’ (potential) attachment to humanized AI applications along the stages of the consumption process.

Suggested Citation

  • Erik Hermann, 2022. "Anthropomorphized artificial intelligence, attachment, and consumer behavior," Marketing Letters, Springer, vol. 33(1), pages 157-162, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09587-3
    DOI: 10.1007/s11002-021-09587-3
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    References listed on IDEAS

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    1. Rik Pieters, 2013. "Bidirectional Dynamics of Materialism and Loneliness: Not Just a Vicious Cycle," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 615-631.
    2. Markus Blut & Cheng Wang & Nancy V. Wünderlich & Christian Brock, 2021. "Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 632-658, July.
    3. Ming-Hui Huang & Roland T. Rust, 2021. "A strategic framework for artificial intelligence in marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 30-50, January.
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    Cited by:

    1. Kim, Jungkeun & Kim, Jeong Hyun & Kim, Changju & Park, Jooyoung, 2023. "Decisions with ChatGPT: Reexamining choice overload in ChatGPT recommendations," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
    3. Kang, Weiyao & Shao, Bingjia & Du, Shan & Chen, Hongquan & Zhang, Yong, 2024. "How to improve voice assistant evaluations: Understanding the role of attachment with a socio-technical systems perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    4. Gustavo Vicencio-Ríos & Andrés Rubio & Luis Araya-Castillo & Hugo Moraga-Flores, 2022. "Scientometric Analysis of Brand Personality," Sustainability, MDPI, vol. 15(1), pages 1-19, December.

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