Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking
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Customers have varying responses and attitudes toward using AI products.
“From the consumer side, existing studies further show that customers have varying responses and attitudes toward using AI products.”
From A strategic framework for artificial intelligence in marketing (2021) · cites this paper as Kim et al. 2019
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A strategic framework for artificial intelligence in marketing
Huang, M.-H., & Rust, R. T. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00749-9 · Cited by 2,059 · see citing works
“Nevertheless, mar-keters need to be cautious, in that anthropomorphized robots are found to increase perceived warmth but decrease liking (Kim et al. 2019); thus, in the case of embodied frontline robots, marketers need to take the appearance of robots into consideration.”
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“It deepens our understanding of anthropomorphic design’s emotional regulation functions and validates its positive impacts at non-emotional levels [18,19].”
- Authors
- Kim, S. Y., Schmitt, B. H., & Thalmann, N. M.
- Affiliations
- Columbia University (US)
- Corresponding author
- Schmitt, Bernd H.
- ORCID
- Schmitt, Bernd H.
- Venue
- Marketing Letters
- Published
- 2019-03
- Volume
- 30
- Issue
- 1
- Pages
- 1-12
- ISSN
- 0923-0645 (ISSN-L)
- 1573-059X
- OpenAlex
- W2921105016
- Cited by
- 498
- References
- 36
- Citations by year
- 2026: 71 · 2025: 110 · 2024: 97 · 2023: 91 · 2022: 66 · 2021: 38 · 2020: 20 · 2019: 5
- FWCI
- 14.88
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- www.springer.com/tdm (tdm)
- Locations
- Marketing Letters (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- DR-NTU (Nanyang Technological University) (submittedVersion)
- Funders
- Marketing Science Institute
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- consumer robots, anthropomorphism, uncanny valley, perceived warmth, competence judgments, attitudes toward robots, human-robot interaction
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