ChatBot preference and personality

Martin P. Block
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Martin P. Block: Professor Emeritus of Integrated Marketing Communications, Medill School, Northwestern University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 9, issue 4, 330-342

Abstract: Chatbots are a growing subject of interest to marketers. This paper analyses the comparison of Prosper Insights and Analytics September 2023 data on consumer preference for chatbots to a live person, including the Big Five personality dimensions. Chatbot preferers are younger, have children and are also more likely to work at home. They prefer contactless retail activities and use ChatGPT. The personality characteristics that most strongly associate with chatbot preference are conscientiousness (efficient versus extravagant), emotional stability (sensitive versus confident), agreeableness (friendly versus critical) and openness (curious versus cautious). Most chatbot preferers report more emotional conditions, such as anxiety, depression, loneliness and anger. Emotional involvement in chatbot preference varies by personality characteristics. High levels of chatbot preference are associated with big spending plans; therefore understanding them is crucial for marketers.

Keywords: chatbots; Big Five personality dimensions; ChatGPT; AI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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