The Effect of Anticipated Embarrassment on Preference For Using Chatbots

This research finds that while conducting an online search, consumers are less likely to use a chatbot when they anticipate feeling embarrassed about the search than when they do not. This reluctance to use chatbots result from a sense of perceived social presence while interacting with a chatbot.


Rumela Sengupta:, Lagnajita Chatterjee, and Jeff Parker (2021) ,"The Effect of Anticipated Embarrassment on Preference For Using Chatbots", 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: 355-355.


Rumela Sengupta:, University of Illinois
Lagnajita Chatterjee, Worcester State University
Jeff Parker, University of Illinois at Chicago


NA - Advances in Consumer Research Volume 49 | 2021

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