Pinto, Diego CostaCarrilho, Mariana GirãoBouassida, Emna2024-11-152024-11-152024-11-05http://hdl.handle.net/10362/175274Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis thesis investigates consumer perceptions concerning the potential use of chatbots to augment mental health services, particularly in therapy sessions. It examines whether consumers are willing to use AI assistants to better express their emotions before therapy sessions. The literature review explores reasons for aversion to AI in mental health care, such as concerns regarding privacy and impersonal interactions, as well as factors that promote trust and acceptance, such as human-likeliness and non-judgmental support. We employed experiments for methodology, using a questionnaire distributed randomly through Qualtrics to two samples: one exposed to an AI-based assistant, and another to a human assistant. Findings aim to explain patterns in consumer attitudes towards AI versus human assistance in therapy, with implications for mental health practitioners and developers of AI-driven technologies. Understanding consumer preferences and concerns can inform the design and implementation of chatbot interventions in mental health therapy, contributing to the accessibility and effectiveness of therapy services while preserving ethical standards and the human-centric nature of therapeutic relationships.engArtificial IntelligenceMental HealthcareChatbotsConversational agentsService AugmentationSDG 3 - Good health and well-beingSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesmaster thesis203782887