Why do we prefer humans to artificial intelligence in telemarketing? A mind perception explanation

Sixian Li, Alessandro M. Peluso and Jinyun Duan

Journal of Retailing and Consumer Services, 2023, vol. 70, issue C

Abstract: Artificial intelligence (AI) applications in the market have become a buzzing trend. The current research proposed that consumers feel less empathy toward AI (vs. human) telesellers and thus tend to hang up on AI telesellers faster. Moreover, anthropomorphism (i.e., an individual tendency to attribute human qualities to nonhuman entities) moderates the above effect. Three studies provided evidence for the mediating role of empathy in the relationship between teleseller type and call duration and for the moderating role of anthropomorphism. We indeed found that the relationship between teleseller type and call duration via empathy is mitigated for consumers high in anthropomorphism.

Keywords: Artificial intelligence; Telemarketing; Empathy; Mind perception; Anthropomorphism (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002326

DOI: 10.1016/j.jretconser.2022.103139

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