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TRUVACE RECORD VERSION
record: TRV-2026-2800
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-11-12T17:25:46.662866Z
status: published
lens: g_space
sector: entertainment
headline: A meta-analysis of the effect of chatbot anthropomorphism on the customer journey
dek: 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…
gain_title: 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.
problem_title: (none)
trace_subject: (none)
gain_reading: 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.
gain_evidence: chatbot anthropomorphism positively impacts the customer journey but not their negative attitudes
problem_reading: (none)
problem_evidence: (none)
quick_read: 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.

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.
limitation: 
tag: Evidence-backed gain
key_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.
rundown: 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:
- peer_reviewed | Marketing Intelligence & Planning | https://doi.org/10.1108/mip-03-2023-0103 | 2023-11-13
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