Artificial Intelligence As an Extended Self: Examining the Role of the “Virtual Self” on Willingness to Share Negative Word-Of-Mouth Following Service Failures

Two experiments demonstrate that consumers are less willing to share negative word-of-mouth following a service failure caused by an AI system, compared to human employee, despite there being no difference in firm-blame and dissatisfaction. This effect is driven by consumers ‘perceived connection with the AI as an extended self.



Citation:

Bo Huang and Matthew Philp (2019) ,"Artificial Intelligence As an Extended Self: Examining the Role of the “Virtual Self” on Willingness to Share Negative Word-Of-Mouth Following Service Failures", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 638-640.

Authors

Bo Huang, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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