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Cited by 245

The DOI matches its Crossref record; 19 of the 19 references it cites were found in a registry or an index.

Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games

Kim, Sara, Chen, Rocky Peng, Zhang, Ke·2016·Journal of Consumer Research
DOI 10.1093/jcr/ucw016
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Abstract

Although digital assistants with humanlike features have become prevalent in computer games, few marketing studies have demonstrated the psychological mechanisms underlying consumers’ reactions to digital assistants and their subsequent influence on consumers’ game enjoyment. To fill this gap, the current study examined the effect of anthropomorphic representations of computerized helpers in computer games on game enjoyment. In the current research, consumers enjoyed a computer game less when they received assistance from a computerized helper imbued with humanlike features than from a helper construed as a mindless entity. We offer a novel mechanism that the presence of an anthropomorphized helper can undermine individuals’ perceived autonomy during a computer game. Across six experiments, we show that the presence of an anthropomorphized helper reduced game enjoyment across three different games. By measuring participants’ perceived autonomy (study 1) and employing moderators such as importance of autonomy (studies 2, 3, and 4), we also provide evidence that the reduced feeling of autonomy serves as the mechanism underlying the backfiring effect. Finally, we demonstrate that the effect of anthropomorphism on game enjoyment can be extended to other game-related outcomes, such as individuals’ motivation to persist in the game (studies 4 and 5).

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Metadata

Authors
Kim, S., Chen, R. P., & Zhang, K.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2016-04-28
Volume
43
Issue
2
Pages
282-302
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1093/jcr/ucw016
OpenAlex
W2344453698
Cited by
245
References
19
FWCI
27.63
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.