Digital helpers are increasingly used in platforms for selling products or services, and such helpers are often anthropomorphized (i.e. they are given a human-like appearance, with a face, figure, or name). However, effects of anthropomorphizing on consumers are not clearly understood. Here we studied the empathetic facet of anthropomorphizing, focusing on the emotional support provided by the digital helper through expressions of comfort/appreciation for consumers who have failed/succeeded in fulfilling a task in the digital environment. We predicted that emotional support by a digital helper would increase task persistence because this demeanor of the helper is perceived as warm. Results supported this prediction after a single failure or success (Studies 1-3), independently of the helper's humanlike appearance. These findings broaden our understanding of the effect of anthropomorphic digital agents. Emotional support provided by nonhuman objects can motivate consumers, whereas their humanlike appearance is ineffective or even detrimental
Gelbrich Katja, H.J. (2017). Digital helpers as marketers: How anthropomorphized digital entities support customers.
Digital helpers as marketers: How anthropomorphized digital entities support customers
Orsingher Chiara.
2017
Abstract
Digital helpers are increasingly used in platforms for selling products or services, and such helpers are often anthropomorphized (i.e. they are given a human-like appearance, with a face, figure, or name). However, effects of anthropomorphizing on consumers are not clearly understood. Here we studied the empathetic facet of anthropomorphizing, focusing on the emotional support provided by the digital helper through expressions of comfort/appreciation for consumers who have failed/succeeded in fulfilling a task in the digital environment. We predicted that emotional support by a digital helper would increase task persistence because this demeanor of the helper is perceived as warm. Results supported this prediction after a single failure or success (Studies 1-3), independently of the helper's humanlike appearance. These findings broaden our understanding of the effect of anthropomorphic digital agents. Emotional support provided by nonhuman objects can motivate consumers, whereas their humanlike appearance is ineffective or even detrimentalI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.