When consumers would prefer a chatbot over a person
The Ohio State University
Fear of embarrassment can lead people to avoid a human touch when they're shopping, according to new research from Jianna Jin, who led the study as a doctoral student at Fisher. The paper, authored with co-authors Jesse Walker, assistant professor, and Rebecca Walker Reczek, the Berry Chair of New Technologies in Marketing, found that people preferred interacting with chatbots when they felt embarrassed about what they were buying online ― items like antidiarrheal medicine or, for some people, skin care products.
May 13, 2024