The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Anthropomorphized artificial intelligence, attachment, and consumer behavior
Abstract
The increasing humanization and emotional intelligence of AI applications have the potential to induce consumers’ attachment to AI and to transform human-to-AI interactions into human-to-human-like interactions. In turn, consumer behavior as well as consumers’ individual and social lives can be affected in various ways. Following this reasoning, I illustrate the implications and research opportunities related to consumers’ (potential) attachment to humanized AI applications along the stages of the consumption process.
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“This interpretation is consistent with prior work showing that anthropomorphism can shape human–AI attachment and social consequences, and that AI companions can provide users with emotional validation, perceived understanding, and a sense of being heard (De Freitas et al., 2024; Guingrich and Graziano, 2025; Hermann, 2022).”
From When loneliness amplifies the risk of problematic emotional dependence: perceived anthropomorphism and basic psychological need satisfaction in AI companion use (2026) · cites this paper as Hermann, 2022
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Cites
On seeing human: A three-factor theory of anthropomorphism
Epley, N., Waytz, A., & Cacioppo, J. T. (2007) · Psychological Review · doi:10.1037/0033-295x.114.4.864 · Cited by 4,069
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
Flagged first, then by citations
Research works printed but not linked: 8
- Blut, M., Wang, C., Wünderlich, N. V., & Brock, C. (2021). Understanding anthropomorphism in service provision: A meta-analysis of physical robots, chatbots, and other AI. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-020-00762-y. · DOI · Paper page
- Dommer, S. L., & Winterich, K. P. (2021). Disposing of the self: The role of attachment in the disposition process. Current Opinion in Psychology, 39, 1–5. · DOI
- Herak, I., Kervyn, N., & Thomson, M. (2020). Pairing people with products: Anthropomorphizing the object, dehumanizing the person. Journal of Consumer Psychology, 30(1), 125–139. · DOI
- Hernandez-Ortega, B., & Ferreira, I. (2021). How smart experiences build service loyalty: The importance of consumer love for smart voice assistants. Psychology & Marketing, 38(7), 1122–1139. · DOI
- Ki, C.-W., Cho, E., & Lee, J.-E. (2020). Can an intelligent personal assistant (IPA) be your friend? Para-friendship development mechanism between IPAs and their users. Computers in Human Behavior, 111, 106412. · DOI
- Pieters, R. (2013). Bidirectional dynamics of materialism and loneliness: Not just a vicious cycle. Journal of Consumer Research, 40(4), 615–631. · DOI
- Ramadan, Z., Farah, M. R., & El Essrawi, L. (2021). From Amazon.com to Amazon.love: How Alexa is redefining companionship and interdependence for people with special needs. Psychology & Marketing, 38(4), 596–609. · DOI
- Wan, E. W., & Chen, R. P. (2021). Anthropomorphism and object attachment. Current Opinion in Psychology, 39, 88–93. · DOI
Cited by
Sorted by citations
Dippold, D. (2023) · Journal of Pragmatics · doi:10.1016/j.pragma.2022.12.004 · Cited by 37
The University of North Carolina at Charlotte, Zhou, L., Rudin, C., Duke University, Gombolay, M., Georgia Institute of Technology, Spohrer, J., International Society of Service Innovation Professionals, Zhou, M., Juji, et al. (2023) · AIS Transactions on Human-Computer Interaction · doi:10.17705/1thci.00085 · Cited by 20
Li, L., Kong, S., Zhao, H., Li, C., Teng, Y., & Wang, Y. (2025) · Psychiatry and Clinical Neurosciences · doi:10.1111/pcn.13781 · Cited by 10
Yang, X. (2026) · International Journal of Human–Computer Interaction · doi:10.1080/10447318.2026.2618548 · Cited by 3
Liu, T., Shih, R.-M., Luo, T., & Jin, S. (2026) · Frontiers in Psychology · doi:10.3389/fpsyg.2026.1900817
Metadata
- Authors
- Hermann, E.
- Venue
- Marketing Letters
- Published
- 2021-07-28
- Volume
- 33
- Issue
- 1
- Pages
- 157-162
- ISSN
- 0923-0645
- 1573-059X
- Cited by
- 97
- References
- 2
- Language
- en
- Funders
- IHP GmbH – Leibniz-Institut für innovative Mikroelektronik
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