U.S. and Japanese Consumer Attitudes Toward Tailored and Targeted Communication with Human and Chatbot Agents

Abstract

Consumers in the United States (n = 290) and Japan (n = 221) participated in 2 × 2 experiments designed to test effects of agent type (online human or chatbot) and communication strategy (targeted or tailored) on attitudes toward messages and agents. In both national samples, tailored messages were more effective in positively affecting attitudes. In addition, perceived humanness was found to mediate the relationships between agent type and attitudes such that when human or artificial agents are perceived as more human in text exchanges, perceived humanness in turn increases attitudes toward both the agents and messages. Hypothesized effects based on individualism-collectivism were not found. Theoretical and practical implications for designing interactive message strategy via conversational chatbots in an era of artificial intelligence (AI) and global communication are discussed.