Anthropomorphism and Virtual Assistants’ Mistakes: Who Is to Blame?

This research investigates whether anthropomorphizing a virtual assistant (VA) influences attribution of blame followed by a mistake. Our findings suggest that anthropomorphism decreases the likelihood of consumers blaming the VA as opposed to its developing company. We suggest that anthropomorphism increases empathy towards VAs, leading to the proposed main effect.


Bianca Kato, Juan Wang, and Jing Wan (2021) ,"Anthropomorphism and Virtual Assistants’ Mistakes: Who Is to Blame?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 906-906.


Bianca Kato, University of Guelph
Juan Wang, University of Guelph
Jing Wan, University of Guelph


NA - Advances in Consumer Research Volume 49 | 2021

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