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

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