Blaming the Bot: Anthropomorphism Exacerbates Negative Responses From Angry Customers

Using a large dataset from a mobile operator and three experiments, we demonstrate that chatbot anthropomorphism interacts with anger to influence consumer responses in a customer-service context. Specifically, angry consumers were less satisfied when addressed by anthropomorphic (versus non-anthropomorphic) chatbots, and this effect extends to company evaluations and purchase intentions.


Rhonda Hadi, Cammy Crolic, Felipe Thomaz, and Andrew T. Stephen (2019) ,"Blaming the Bot: Anthropomorphism Exacerbates Negative Responses From Angry Customers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 259-264.


Rhonda Hadi, Oxford University, UK
Cammy Crolic, University of Oxford, UK
Felipe Thomaz, Oxford University, UK
Andrew T. Stephen, Oxford University, UK


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

Read More


Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More


B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.