Wonderful Or Scary? Consumers' Reactions to More Or Less Human-Like Virtual Models
Virtual models, fictive computer-generated personalities found their way into brand communication. Using three studies, we analyze consumers’ reactions towards this new phenomenon and find that disclosing about the virtuality of the model, a human-like instead of cartoon-like design and the use of backstories can reduce virtual model uncanniness.
Claudia Franke, Andrea Groeppel-Klein, Julian Dincher, and Annika Ecker (2021) ,"Wonderful Or Scary? Consumers' Reactions to More Or Less Human-Like Virtual Models", 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: 919-919.
Claudia Franke, Saarland University
Andrea Groeppel-Klein, Saarland University
Julian Dincher, Saarland University
Annika Ecker, Saarland University
NA - Advances in Consumer Research Volume 49 | 2021
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