Minds Vs. Machines: Investigating the Role of Anthropomorphism on Knowledge Misattributions in Voice-Activated Consumer Search

In this research, we investigate how using voice-activated digital assistants to search for information moderates the general tendency for consumers to attribute the Internet’s knowledge to themselves. We find that interacting with an anthropomorphic “smart” assistant (vs. a non-anthropomorphic assistant) leads consumers to believe that they themselves are less smart.



Citation:

Kristy Hamilton, Adrian Ward, and Mike Yao (2019) ,"Minds Vs. Machines: Investigating the Role of Anthropomorphism on Knowledge Misattributions in Voice-Activated Consumer Search", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 243-248.

Authors

Kristy Hamilton, University of Illinois at Urbana-Champaign, USA
Adrian Ward, University of Texas at Austin, USA
Mike Yao, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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