Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions

Artificial intelligence (AI) is rapidly reconstructing consumer experiences with brands in recent years. However, there have been the unsettled debates on whether humans react to robots (e.g., chatbots) in the same way as they do to other humans, and how the intrinsic strength of AI (i.e., autonomou...

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Veröffentlicht in:	International journal of advertising 2022-05, Vol.41 (4), p.655-684
Hauptverfasser:	Lou, Chen, Kang, Hyunjin, Tse, Caleb H.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand communication competence interactivity schema congruity sympathy
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