Journal
JOURNAL OF MARKETING MANAGEMENT
Volume 35, Issue 7-8, Pages 693-715Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2019.1596970
Keywords
Anthropomorphism; consumer object relationship; self-extension theory; smart products; artificial intelligence
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This paper investigates the different relationships consumers build with anthropomorphised devices and how these relationships affect actual and intended future usage. An exploratory, three-week empirical study of 39 informants using voice controls on their smartphone uncovered a diversity of relationships that the informants built with such devices. We complement anthropomorphism theory by drawing on extended-self theorising to identify three primary roles that emerge from consumers' interactions with these devices. Our findings theorise the distinct ways in which consumers perceive the object agency of anthropomorphised smart devices and how these perceptions impact the consumers' engagement and future use intentions.
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