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The robo bias in conversational reviews

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

Participants
  • Dimitrios Tsekouras
    Role: Faculty
    Reference type: Co-written by
  • Dominik Gutt
    Role: Faculty
    Reference type: Co-written by
Media Outlets
  • Journal of the Academy of Marketing Science (Scientific or industry journal)