Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines.

ABSTRACT: Based on the theoretical framework of agency effect, this study examined the role of affect in influencing the effects of chatbot versus human brand representatives in the context of health marketing communication about HPV vaccines. We conducted a 2 (perceived agency: chatbot vs. human) × 3 (affect elicitation: embarrassment, anger, neutral) between-subject lab experiment with 142 participants, who were randomly assigned to interact with either a perceived chatbot or a human representative. Key findings from self-reported and behavioral data highlight the complexity of consumer-chatbot communication. Specifically, participants reported lower interaction satisfaction with the chatbot than with the human representative when anger was evoked. However, participants were more likely to disclos

SUBMITTER: Tsai WS 

PROVIDER: S-EPMC8441681 | biostudies-literature | 2021 Dec

REPOSITORIES: biostudies-literature