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Human-like chatbots help the customer journey, a review of 42 studies finds
Study title: A meta-analysis of the effect of chatbot anthropomorphism on the customer journey
- Evidence type
- Systematic review or meta-analysis
- Sample
- n = 72,782
- Sources
- 1 sourcePeer-reviewed
- Published
- 2 min read
- Truvace record
- TRV-2026-2800cite or check it
Study title: A meta-analysis of the effect of chatbot anthropomorphism on the customer journey
A meta-analysis pooled 72,782 data points from 42 articles and 82 samples to test whether giving service chatbots human-like traits helps or hinders the customer journey. It found a positive effect on the customer journey, with no rise in customers' negative attitudes.
Read the study abstract
Purpose Chatbots are increasingly engaged in service marketing. Some academics and managers think using anthropomorphism chatbots will improve positive attitudes and behaviors in the customer journey, but at a high degree of anthropomorphism, consumers may experience negative emotions such as fear and disgust due to the feeling that the robots resemble humans too much, which is known as the uncanny valley effect. Therefore, the authors aim to explore whether chatbot anthropomorphism will promote or limit the dev…
The gain
A meta-analysis of 72,782 data points from 42 articles and 82 samples found that making service chatbots more human-like improved customers' attitudes and behaviours along the customer journey without raising their negative attitudes.
In brief
The question matters because some academics and managers expect human-like chatbots to improve customer attitudes and behaviour, while others point to the uncanny valley effect, where very human-like robots provoke fear and disgust. The pooled data did not show the negative attitudes that effect would predict.
The effect varied by service result, chatbot gender and sample source. Social presence cues, emotional message cues and mixed cues significantly shaped how human-like consumers perceived a chatbot.
Main points
- The analysis combined 72,782 unique data points from 42 articles and 82 samples.
- Chatbot anthropomorphism had a positive effect on the customer journey.
- It did not affect customers' negative attitudes.
- The size of the effect depended on service result, chatbot gender and sample source.
- Social presence cues, emotional message cues and mixed cues significantly influenced perceived anthropomorphism.
- The authors framed the analysis with the stimuli-organism-response model and aimed to guide managers on whether to make chatbots more human-like.
The full story
The authors tested whether chatbot anthropomorphism promotes or limits the development of the customer journey. Their concern was the uncanny valley effect, in which highly human-like robots can trigger fear and disgust.
They collected 72,782 unique data points from 42 articles covering 82 samples. Using the stimuli-organism-response model, they analysed how anthropomorphic chatbots affect consumers.
The results showed a positive impact on the customer journey and no impact on negative attitudes. Moderator analysis showed the impact depends on service result, chatbot gender and sample source, and perceptions of anthropomorphism were driven by social presence, emotional message and mixed cues.
Sources
1 on file- Marketing Intelligence & Planningdoi:10.1108/mip-03-2023-0103
Talk it over
Who gets this benefit, and who was left out of the study or story?
Human-like chatbots help the customer journey, a review of 42 studies findshttps://truvace.com/item/a-meta-analysis-of-the-effect-of-chatbot-anthropomorphism-on-the-customer-journe
Who gets this benefit, and who was left out of the study or story?
The gain A meta-analysis of 72,782 data points from 42 articles and 82 samples found that making service chatbots more human-like improved customers' attitudes and behaviours along the customer journey without raising their negative attitudes.
Answer in the threadHow do we know? What can this kind of evidence show, and what can’t it?
The evidence This rests on a systematic review or meta-analysis with a sample of 72,782, from Marketing Intelligence & Planning.
Answer in the threadWhat does it leave open? What else would you want to know before acting on it?
Answer in the threadHave you seen AI used this way where you study, work or live? Did it go the same way?
Answer in the thread
The questions are the same on every record. The details under them are taken from this record as written.
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