From Exclusion to Connection: The Role of Anthropomorphic Chatbots in Shaping Customer Responses Post-Social Exclusion

Abstract

In a world where digital interactions have become the norm, chatbots are evolving to not only assist with tasks but also to alleviate feelings of social exclusion. This study investigates how anthropomorphic chatbots influence customer engagement and emotional responses following social exclusion, and further impact their commercial decisions. Through a between-subject experiment involving 609 participants, we explored the effects of anthropomorphic (vs. non-anthropomorphic) chatbots across three social exclusion conditions (ignored, rejected, and control). Our findings reveal that anthropomorphic chatbots significantly enhance purchase intention, relational investment, and organizational trust, mediated by increased senses of belonging and control and enhanced parasocial interactions. This research enriches the marketing literature by applying the need-threat model and illuminating the psychological mechanisms underlying customer responses. The practical implications for marketing and public relations professionals include strategies for optimizing brand-consumer interactions through the strategic use of anthropomorphic chatbots.

Keywords:

• Chatbot
• anthropomorphism
• social exclusion
• commercial decisions
• need-threat model

Disclosure statement

No potential conflict of interest was reported by the author(s).