 I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human RelationshipsJoão Guerreiro and Sandra Maria Correia Loureiro Journal of Business Research, 2023, vol. 161, issue C Abstract: The conversation between humans and Artificial Intelligence (AI)-enabled intelligent voice assistants (IVA) can create bonds that go beyond a mere utilitarian purpose. The emotional cues in a Human-AI conversation can lead consumers to feel connected with the AI-agents and even consider such a relationship as cool. Although brand coolness is known to affect consumer behavior, little is known about how consumers perceive a close relationship with IVAs and what the drivers of their use or avoidance are. Therefore, the current paper adds to the literature by analyzing how AI-enabled voice assistant experience affects IVA coolness and customer-brand relationships using the attachment-aversion (A-A) theory. A total of 308 consumers showed that affective, behavioral, and intellectual experiences with the intelligent voice assistant affect IVA coolness. IVA coolness was also found to affect A-A relationships positively, influencing consumers’ motivational strength to adopt, maintain and enhance the relationship in the future. Keywords: Intelligent voice assistants; Coolness; Attachment-aversion theory; Experience (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:161:y:2023:i:c:s0148296323002217 DOI: 10.1016/j.jbusres.2023.113863 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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