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Publicação
The effect of AI versus Human in emotionally charged consumption contexts – two experimental studies on customer service interactions
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| 6.46 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Artificial Intelligence is becoming increasingly embedded in customer service, and therefore it
is crucial to understand its impact on consumer behavior. This thesis examines whether AI’s
emotional neutrality can positively impact consumer responses in emotionally charged service
interactions. Two experimental studies compare AI versus human service agents in shopping
assistance and service failure recovery. Results show that while AI reduces feelings of judgment
and affect-based decision-making, these effects do not increase purchase intention or customer
forgiveness. These findings reveal the contextual limitations of AI, suggesting that emotional
neutrality alone is not sufficient to generate favorable behavioral outcomes in service settings.
Descrição
Palavras-chave
Artificial Intelligence AI versus Human Feeling of judgement Purchase intention Affect-based decision-making Customer forgiveness Emotionally charged consumption context