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How the solicitation medium anthropomorphism affects product rating valence and review helpfulness. Advantages, drawbacks, and potential ethical concerns of anthropomorphic technology in customer feedback solicitation. Moderate levels of anthropomorphism lead to increased interaction enjoyment, and high levels increase social presence, thus inflating the rating valence and decreasing review helpfulness.
Read the research: https://link.springer.com/article/10.1007/s11747-024-01027-8