THESIS
2020
vii, 49 pages : illustrations ; 30 cm
Abstract
Marketers sometimes imbue online recommendation systems with human-like features
(anthropomorphism). The current research studies when anthropomorphized recommendation
systems are more (or less) effective than non-anthropomorphized ones. In particular, I argue that
consumers who focus on experience attributes when searching for products will show more
positive attitude towards the products recommended by anthropomorphized recommendation
systems, while consumers who focus on search attributes will show more positive attitude
towards the products recommended by non-anthropomorphized recommendation systems. One
experiment provides support for the hypotheses and sheds light on the underlying mechanism.
This research contributes to both anthropomorphism literature and experience/sea...[
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Marketers sometimes imbue online recommendation systems with human-like features
(anthropomorphism). The current research studies when anthropomorphized recommendation
systems are more (or less) effective than non-anthropomorphized ones. In particular, I argue that
consumers who focus on experience attributes when searching for products will show more
positive attitude towards the products recommended by anthropomorphized recommendation
systems, while consumers who focus on search attributes will show more positive attitude
towards the products recommended by non-anthropomorphized recommendation systems. One
experiment provides support for the hypotheses and sheds light on the underlying mechanism.
This research contributes to both anthropomorphism literature and experience/search attribute
literature and offers important practical implications.
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