The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract)

Shirley Xueni Li; Sara Kim; Wa Kimmy Chan; Ann L. McGill

The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract)

Shirley Xueni Li, Sara Kim, Wa Kimmy Chan, Ann L. McGill

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Abstract

The current research reveals a detrimental effect of anthropomorphizing embodied artificial agents, because they appear physically less safe in dangerous situations, which leads to consumers’ less favorable downstream consequences, but the effect was mitigated if the situations are not dangerous or if the artificial agents usually do not operate in dangerous situations, and when consumers receive marketing messages that direct their attention to artificial agents’ humanlike minds (e.g., cognitive capabilities) rather than humanlike bodies.

Original language	English
Title of host publication	2023 AMA Winter Academic Conference Proceedings
Subtitle of host publication	Marketing During Times of Change
Editors	Nita Umashankar, Monika Lisjak
Publisher	American Marketing Association
Pages	533-536
Number of pages	4
ISBN (Print)	9780877570158
Publication status	Published - 6 Feb 2023
Event	2023 AMA Winter Academic Conference - Nashville, United States Duration: 10 Feb 2023 → 12 Feb 2023 https://www.ama.org/events/academic/2023-ama-winter-academic-conference/ https://www.ama.org/wp-content/uploads/2023/02/Winter-Program-2.9.pdf https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf

Conference

Conference	2023 AMA Winter Academic Conference
Country/Territory	United States
City	Nashville
Period	10/02/23 → 12/02/23
Internet address	https://www.ama.org/events/academic/2023-ama-winter-academic-conference/ https://www.ama.org/wp-content/uploads/2023/02/Winter-Program-2.9.pdf https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf

User-Defined Keywords

anthropomorphism
embodied artificial agents
safety perceptions
dangerous situations
physical safety

Access to Document

https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf

Cite this

Li, S. X., Kim, S., Chan, W. K., & McGill, A. L. (2023). The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract). In N. Umashankar, & M. Lisjak (Eds.), 2023 AMA Winter Academic Conference Proceedings: Marketing During Times of Change (pp. 533-536). American Marketing Association. https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf

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title = "The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract)",

abstract = "The current research reveals a detrimental effect of anthropomorphizing embodied artificial agents, because they appear physically less safe in dangerous situations, which leads to consumers{\textquoteright} less favorable downstream consequences, but the effect was mitigated if the situations are not dangerous or if the artificial agents usually do not operate in dangerous situations, and when consumers receive marketing messages that direct their attention to artificial agents{\textquoteright} humanlike minds (e.g., cognitive capabilities) rather than humanlike bodies.",

keywords = "anthropomorphism, embodied artificial agents, safety perceptions, dangerous situations, physical safety",

author = "Li, {Shirley Xueni} and Sara Kim and Chan, {Wa Kimmy} and McGill, {Ann L.}",

year = "2023",

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pages = "533--536",

editor = "Nita Umashankar and Monika Lisjak",

booktitle = "2023 AMA Winter Academic Conference Proceedings",

publisher = "American Marketing Association",

address = "United States",

note = "2023 AMA Winter Academic Conference ; Conference date: 10-02-2023 Through 12-02-2023",

url = "https://www.ama.org/events/academic/2023-ama-winter-academic-conference/, https://www.ama.org/wp-content/uploads/2023/02/Winter-Program-2.9.pdf, https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf",

}

Li, SX, Kim, S, Chan, WK & McGill, AL 2023, The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract). in N Umashankar & M Lisjak (eds), 2023 AMA Winter Academic Conference Proceedings: Marketing During Times of Change. American Marketing Association, pp. 533-536, 2023 AMA Winter Academic Conference, Nashville, Tennessee, United States, 10/02/23. <https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf>

The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract). / Li, Shirley Xueni; Kim, Sara; Chan, Wa Kimmy et al.
2023 AMA Winter Academic Conference Proceedings: Marketing During Times of Change. ed. / Nita Umashankar; Monika Lisjak. American Marketing Association, 2023. p. 533-536.

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

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N2 - The current research reveals a detrimental effect of anthropomorphizing embodied artificial agents, because they appear physically less safe in dangerous situations, which leads to consumers’ less favorable downstream consequences, but the effect was mitigated if the situations are not dangerous or if the artificial agents usually do not operate in dangerous situations, and when consumers receive marketing messages that direct their attention to artificial agents’ humanlike minds (e.g., cognitive capabilities) rather than humanlike bodies.

AB - The current research reveals a detrimental effect of anthropomorphizing embodied artificial agents, because they appear physically less safe in dangerous situations, which leads to consumers’ less favorable downstream consequences, but the effect was mitigated if the situations are not dangerous or if the artificial agents usually do not operate in dangerous situations, and when consumers receive marketing messages that direct their attention to artificial agents’ humanlike minds (e.g., cognitive capabilities) rather than humanlike bodies.

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KW - embodied artificial agents

KW - safety perceptions

KW - dangerous situations

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The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract)

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