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

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  • Li, Sixian
  • Peluso, Alessandro M.
  • Duan, Jinyun

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.

Suggested Citation

  • Li, Sixian & Peluso, Alessandro M. & Duan, Jinyun, 2023. "Why do we prefer humans to artificial intelligence in telemarketing? A mind perception explanation," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002326
    DOI: 10.1016/j.jretconser.2022.103139
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