Breathing Life Into Alexa: Mindfully and Mindlessly

Research shows that consumer often tend to “anthropomorphize” objects, including AI innovations such as smart agents. We explore whether processes underlying anthropomorphism are explicit (conscious) or implicit (nonconscious). Using an auditory adaptation of the IAT, we show that a smart agent’s voice influences not only explicit but also implicit anthropomorphism.


Yegyu Han and Dipankar Chakravarti (2020) ,"Breathing Life Into Alexa: Mindfully and Mindlessly", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 918-924.


Yegyu Han, IE Business School, Spain
Dipankar Chakravarti, Virginia Tech, USA


NA - Advances in Consumer Research Volume 48 | 2020

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