Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/28364
Author(s): | Guerreiro, J. Loureiro, S. M. C. |
Date: | 2023 |
Title: | I am attracted to my Cool Smart Assistant! Analyzing attachment-aversion in AI-human relationships |
Journal title: | Journal of Business Research |
Volume: | 161 |
Reference: | Guerreiro, J., & Loureiro, S. M. C. (2023). I am attracted to my Cool Smart Assistant! Analyzing attachment-aversion in AI-human relationships. Journal of Business Research, 161, 113863. http://dx.doi.org/10.1016/j.jbusres.2023.113863 |
ISSN: | 0148-2963 |
DOI (Digital Object Identifier): | 10.1016/j.jbusres.2023.113863 |
Keywords: | Intelligent voice assistants Coolness Attachment-aversion theory Experience |
Abstract: | The conversation between humans and Artificial Intelligence (AI)-enabled intelligent voice assistants (IVA) can create bonds that go beyond a mere utilitarian purpose. The emotional cues in a Human-AI conversation can lead consumers to feel connected with the AI-agents and even consider such a relationship as cool. Although brand coolness is known to affect consumer behavior, little is known about how consumers perceive a close relationship with IVAs and what the drivers of their use or avoidance are. Therefore, the current paper adds to the literature by analyzing how AI-enabled voice assistant experience affects IVA coolness and customer-brand relationships using the attachment-aversion (A-A) theory. A total of 308 consumers showed that affective, behavioral, and intellectual experiences with the intelligent voice assistant affect IVA coolness. IVA coolness was also found to affect A-A relationships positively, influencing consumers’ motivational strength to adopt, maintain and enhance the relationship in the future. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Size | Format | |
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article_95407.pdf | 1,21 MB | Adobe PDF | View/Open |
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