Chatbot anthropomorphism might not be the design for all: examining responses to anthropomorphized chatbots by autistic individuals

Kuan-Chou Ko (), Chia-Wei Lin () and Zhi-Jun Yeh ()
Additional contact information
Kuan-Chou Ko: National Taiwan University
Chia-Wei Lin: National Taiwan University
Zhi-Jun Yeh: National Taiwan University

Marketing Letters, 2025, vol. 36, issue 3, No 21, 607-619

Abstract: Abstract This research delves into the realm of chatbot anthropomorphism and its potential negative implications, with a specific focus on the preferences of individuals with autism. While existing literature often highlights the positive effects of anthropomorphism and attributes them to the sense of social presence it elicits, this article challenges that notion. The authors argue that these favorable effects seem to be confined to individuals who anticipate and prefer conventional interpersonal interactions embedded with rich social norms and skills. Through two experimental studies, this article reveals a counterintuitive finding: individuals with autism exhibit a preference for low-anthropomorphic chatbot agents over high-anthropomorphic ones. The primary contribution of this research lies in unveiling an adverse consequence within contemporary chatbot interface design. It signals a need for a shift toward a more inclusive approach to chatbot interface design—one that considers the cognitive and social requisites of marginalized users.

Keywords: Autism; ASD; AI Anthropomorphism; Social presence theory; Neurodivergent (search for similar items in EconPapers)
Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11002-024-09754-2 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-024-09754-2

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-024-09754-2

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().