How medical virtual agents shape individuals’ behavioural activation systems: dealing with product intelligence and anthropomorphism, and implications for product design

Andrea Sestino, Luigi Nasta and Stefano Bresciani

Chapter 3 in Handbook of Technological Forecasting and Roadmapping, 2026, pp 50-64 from Edward Elgar Publishing

Abstract: Understanding how medical virtual agents may affect individuals’ reactions can be particularly challenging in investigating the intricate dynamics of human‒product interactions. In this research, an experiment has been conducted among a sample of 196 European participants facing a medical virtual chatbot called “DoctorTal”, to shed light on the role of the digital product characteristics on individuals’ reactions, in terms of their behavioural activation system, and in terms of their sensitivity in response to certain stimuli. The results demonstrate that perceived product intelligence positively affects individuals’ behavioural activation system, and that such a relationship is explained by the mediator role of the perceived anthropomorphism. The study highlights the importance of perceived product intelligence and anthropomorphism in influencing user responses to virtual medical agents, and suggests that marketers and managers enhance cognitive capabilities to align with healthcare needs for individuals’ optimal response; prioritise training, emphasising sophisticated algorithms and effective communication; and make direct marketing efforts to stress the perceived intelligence and human-like qualities so as to foster widespread acceptance in healthcare settings.

Keywords: Medical Virtual Agents; Virtual Agents; Behavioural Activation System; Product Intelligence; Anthropomorphism (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035330843
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