When humans anthropomorphize non-humans: The impact of interactivity and human motivation on anthropomorphism and persuasion

Kim, Woojin

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https://hdl.handle.net/2142/124669 Copy

Description

Title

When humans anthropomorphize non-humans: The impact of interactivity and human motivation on anthropomorphism and persuasion

Author(s)

Kim, Woojin

Issue Date

2024-04-24

Director of Research (if dissertation) or Advisor (if thesis)

Ham, Chang-Dae

Doctoral Committee Chair(s)

Ham, Chang-Dae

Committee Member(s)

• Sar, Sela
• Wise, Kevin
• Xia, Yan

Department of Study

Inst of Communications Rsch

Discipline

Communications and Media

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

Ph.D.

Degree Level

Dissertation

Keyword(s)

• AI influencer marketing
• anthropomorphism
• three-factor theory
• regulatory focus theory

Abstract

As artificial intelligence (AI) technology advances at a rapid pace, the boundary between humans and AI is becoming increasingly blurred. This dissertation primarily focuses on the role of anthropomorphism in AI-driven persuasion. Anthropomorphism serves as a foundational mechanism through which individuals perceive and evaluate AI entities, ultimately influencing their acceptance of AI-generated persuasive messages. Thus, the investigation into such anthropomorphism has become increasingly important. The dissertation provides an in-depth examination of the anthropomorphism process, integrating three different theoretical frameworks: a three-cue model, a three-factor theory, and regulatory focus. By identifying these elements as potential antecedents and moderators of anthropomorphism within AI influencers, my dissertation seeks to unravel how these technological and human components synergistically affect anthropomorphism and, consequently, the persuasive effectiveness of AI-powered influencer marketing. My dissertation primarily focuses on the role of language cues in anthropomorphism and their subsequent effect on AI influencer marketing. Although visual and identity cues are commonly used to evoke anthropomorphism, language cues have been relatively overlooked, primarily due to their complexity and the challenges they present. My dissertation demonstrates that by designing and facilitating real-time conversations between AI influencers and consumers, language cues can indeed stimulate anthropomorphism. My dissertation uncovered the underlying mechanism of how language cues influence anthropomorphism and, subsequently, persuasion, with a focus on effectance motivation, a foundational element of the three-factor theory. Specifically, the findings indicated that language cues, propelled by interactivity, intensified effectance motivation. This increased effectance motivation then expedited the process of anthropomorphism. More importantly, the dissertation substantially enhances our comprehension of anthropomorphism by demonstrating that humans’ goal orientation, regulatory focus, is a key determinant of their motivation for anthropomorphism. This crucial insight demonstrates that consumers’ regulatory focus significantly affects the way AI interactions contribute to anthropomorphism and, consequently, AI persuasion. According to the three-factor theory, effectance motivation serves to facilitate anthropomorphism. It is defined as the desire to reduce uncertainties associated with interactions with non-human entities and to improve these interactions by fostering anthropomorphism. This motivation encourages individuals to attribute human-like characteristics to non-human agents, thereby enabling better comprehension and more effective engagement. These arguments imply that another human motivation, specifically the desire to mitigate uncertainties and avoid risks, can work in conjunction with effectance motivation. Since a prevention focus emphasizes minimizing risks and uncertainties, in contrast to a promotion focus, individuals with a prevention orientation are more inclined to demonstrate enhanced effectance motivation. They seek to lessen uncertainty in their interactions with non-human entities. This increased motivation, consequently, intensifies the anthropomorphism attributed to AI-powered agents, which in turn boosts their persuasive power. Four studies supported for my theorizaiton. The initial pretest ensured the functionality and efficacy of the AI influencers, as well as the successful implementation of experimental manipulations. Subsequently, the three main studies each employed uniquely named and gendered AI influencers recommending a variety of products. Study 1 assessed participants’ regulatory focus, whereas Study 2 and Study 3 actively manipulated it. Both Study 1 and Study 2 were conducted as online experiments, while pretest and Study 3 were conducted as offline lab experiments with a student sample. This comprehensive experimental approach is designed to enhance the external validity of my research and to extend the generalizability of my findings. The findings from the three main studies collectively suggest that the interactivity of AI influencers and the regulatory focus of consumers jointly determine the persuasive impact of AI influencers, with this relationship being mediated by effectance motivation and anthropomorphism. The dissertation integrates three separate theoretical approaches—a three-cue model, a three-factor theory, and regulatory focus theory—providing a comprehensive insight into anthropomorphism and AI influencer marketing. This integration represents the most substantial theoretical advancement of the research. First, my dissertation demonstrated that the language cues driven by interactivity enhances the anthropomorphic perception of AI influencers and their ability to persuade. Second, my dissertation reveals that effectance motivation serves as the underlying mechanism by which language cues activate anthropomorphism. Last, the results indicate that consumers with a prevention focus exhibit greater effectance motivation than those with a promotion focus. Consequently, these prevention-focused individuals are more prone to anthropomorphize AI influencers and, as a result, are more likely to accept their recommendations.

Graduation Semester

2024-05

Type of Resource

Thesis

Copyright and License Information

Copyright 2024 Woojin Kim

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