IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v36y2025i3d10.1007_s11002-024-09754-2.html
   My bibliography  Save this article

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

Author

Listed:
  • Kuan-Chou Ko

    (National Taiwan University)

  • Chia-Wei Lin

    (National Taiwan University)

  • Zhi-Jun Yeh

    (National Taiwan University)

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.

Suggested Citation

  • Kuan-Chou Ko & Chia-Wei Lin & Zhi-Jun Yeh, 2025. "Chatbot anthropomorphism might not be the design for all: examining responses to anthropomorphized chatbots by autistic individuals," Marketing Letters, Springer, vol. 36(3), pages 607-619, September.
  • Handle: RePEc:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-024-09754-2
    DOI: 10.1007/s11002-024-09754-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-024-09754-2
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1007/s11002-024-09754-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-024-09754-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.