Several hospitality brands changed their logos to reinforce the importance of social distancing in reducing the risk of virus infection. Since social distancing is a polarizing topic, this research...

https://www.tandfonline.com/doi/pdf/10.1080/02642069.2020.1867542

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research

ABSTRACT Empowered by artificial intelligence (AI), human-like service robots are prevalent, but they may have negative effects. Limited research has studied suitable strategies for anthropomorphizing service robots. In contrast to ordinary nonhuman objects, one of the robots’ most essential features is that they have logic and are rational when they are empowered by AI, yet such rationality may destroy consumers’ perceived identity uniqueness as human beings, eliciting bad outcomes. Therefore, we explore how to anthropomorphize service robots through maintaining consumers’ perceived identity uniqueness. Through four studies, we find that consumers’ attitudes about service robots will improve via a decreased identity threat if service robots are anthropomorphized with external human nature traits (that can be shared by animals) rather than uniquely human traits (that only humans have). In addition, this effect is mitigated by robots’ servant communication style. The results indicate what anthropomorphic type of service robot is suitable for managers.

Anthropomorphize service robots: the role of human nature traits

Anthropomorphic beliefs about objects lead people to treat them as if they were alive. Two experiments test how anthropomorphic thought affects consumers' product replacement intentions. Consumers induced to think about their car in anthropomorphic terms (i) were less willing to replace it and (ii) gave less weight to its quality when making replacement decisions. Instead, they (iii) attended to (experimentally induced connotations of) the car's “warmth,” a feature usually considered relevant in the interpersonal domain. While anthropomorphic beliefs about brands are often seen as advantageous by marketers because they increase brand loyalty, similar beliefs about products may be less desirable.

Use does not wear ragged the fabric of friendship: Thinking of objects as alive makes people less willing to replace them.

Based on the Modality-Agency-Interactivity-Navigability model and the anthropomorphism theory, this study examines whether embedding human-like characteristics in algorithms increases the persuasiv...

The Effects of Anthropomorphism on How People Evaluate Algorithm-Written News

This article extends on the literature regarding brand anthropomorphism and contributes to hospitality and tourism literature by demonstrating that positioning of different anthropomorphic brand ro...

To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses:

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To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses: