Journal article
Avoiding excessive AI service agent anthropomorphism: examining its role in delivering bad news
Journal of Service Therory and Practice, Vol.34(1), pp.98-126
2024
Abstract
Purpose:
The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective well-being of consumers and their co-creation behaviors whilst collaborating with artificial intelligence (AI) service agents. Second, it seeks to understand if AI anxiety and trust in message, function as primary and secondary consumer appraisals of collaborating with AI service agents.
Design/methodology/approach:
A conceptual model is developed using the theories of the uncanny valley and cognitive appraisal theory (CAT) with three hypotheses identified to guide the experimental work. The hypotheses are tested across three experimental studies which manipulate the level of anthropomorphism of AI.
Findings:
Results demonstrate that verbal and visual anthropomorphism can assist consumer well-being and likelihood of co-creation. Further, this relationship is explained by the mediators of anxiety and trust.
Originality/value:
The empirical results and theorizing suggest verbal anthropomorphism should be present (absent) and paired with low (high) visual anthropomorphism, which supports the “uncanny valley” effect. A moderated mediation relationship is established, which confirms AI anxiety and trust in a message as mediators of the AI service agent anthropomorphism-consumer subjective well-being/co-creation relationship. This supports the theorizing of the conceptual model based on the “uncanny valley” and CAT.
Details
- Title
- Avoiding excessive AI service agent anthropomorphism: examining its role in delivering bad news
- Authors
- Rory Francis Mulcahy (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesAimee Riedel (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesByron Keating (Author) - Queensland University of TechnologyAmanda Beatson (Author) - Queensland University of TechnologyKate Letheren (Author) - Queensland University of Technology
- Publication details
- Journal of Service Therory and Practice, Vol.34(1), pp.98-126
- Publisher
- Emerald Publishing Limited
- DOI
- 10.1108/JSTP-04-2023-0118
- ISSN
- 2055-6233
- Organisation Unit
- School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99982897602621
- Output Type
- Journal article
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