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Artificially sincere? How chatbot language style shapes consumer perceptions across brand contexts

Truvace record
TRV-2026-2673raw data (JSON)
Version
v1Published
First published
Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
sha256
92f61d01ef88…check it

Purpose The present study aims to empirically investigate how the language styles of artificial intelligence (AI) chatbots, specifically their use of abbreviations, formality and message length, influence consumer perceptions of sincerity, effort and brand-related outcomes in service interactions. Design/methodology/approach Four experiments (n = 878) were conducted to test the effects of language style in various service and brand contexts. The studies manipulated chatbot communication features and measured the…

The gain

In four online experiments with 878 participants, informal chatbot language strengthened brand attitudes and purchase intentions when consumers felt close to the brand (Study 3) and when the brand was positioned as premium (Study 4).

What this doesn’t fix

The experiments used mock interactions in online settings, so the results may not generalize to real-world customer service; the authors call for longitudinal and field-based studies.

Sources

1 on file
  1. European Journal of Marketingdoi:10.1108/ejm-07-2025-0534
    Peer-reviewed2026-07-14

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v1

Truvace Impact Record TRV-2026-2673, v1: “Artificially sincere? How chatbot language style shapes consumer perceptions across brand contexts.” Truvace, 2026-11-12. /record/TRV-2026-2673 (accessed on the day you copy it). sha256 92f61d01ef885e3c…

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