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Effect of Chatbot Status on Members' Acceptance of Loyalty Programs: The Mediating Effect of Sense of Dominance

Truvace record
TRV-2026-2682raw data (JSON)
Version
v1Published
First published
Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
sha256
9bbbc36d9987…check it

ABSTRACT Loyalty programs sell status as much as savings. Yet this status promise is now often delivered by a chatbot rather than a human service employee. This research examines whether the social standing assigned to that chatbot as a subordinate assistant or a peer shapes consumers' loyalty program acceptance. Building on social dominance theory and research on status‐conferring loyalty programs, this research proposes that subordinate‐status chatbots increase program acceptance by heightening consumers' sens…

The gain

In five experiments, consumers served by a subordinate-status chatbot accepted loyalty programs more often than those served by a peer-status chatbot, an effect mediated by feeling higher in the service hierarchy.

What this doesn’t fix

The effect appeared only among agency-oriented consumers and in low-arousal service environments, and it vanished among communion-oriented consumers and in high-arousal situations.

Sources

1 on file
  1. Journal of Consumer Behaviourdoi:10.1002/cb.70184
    Peer-reviewed2026-06-07

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v1

Truvace Impact Record TRV-2026-2682, v1: “Effect of Chatbot Status on Members' Acceptance of Loyalty Programs: The Mediating Effect of Sense of Dominance.” Truvace, 2026-11-12. /record/TRV-2026-2682 (accessed on the day you copy it). sha256 9bbbc36d99877b86…

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