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

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 detrimental
Il Marketing di Successo Imprese, Enti e Persone
1
6
Gelbrich Katja, Hagel Julia, Orsingher Chiara.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11585/630993
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