Paper Type
Complete
Paper Number
PACIS2026-1228
Description
This study examines how anthropomorphism influences consumer attitudes toward social robots by focusing on the cognitive mechanism of psychological distance and the moderating role of product information type. Using a 2 × 2 between-subjects online experiment with 206 participants, we manipulated anthropomorphism level (high vs. low) and product information type (attribute-focused vs. benefit-focused). The results show that anthropomorphized social robots are perceived as psychologically closer to consumers. Furthermore, psychological distance mediates the relationship between anthropomorphism and attitudes, but this effect occurs only when product information emphasizes concrete attributes. Under benefit-focused appeals, the indirect effect is not significant. These findings suggest that anthropomorphism does not universally enhance consumer evaluations, but that its persuasive effectiveness depends on the congruence between psychological distance and information framing, offering theoretical insights into human-robot interaction and practical implications for social robot marketing strategies.
Recommended Citation
Lee, Junsik and Park, Do-Hyung Dr., "Anthropomorphism Effects on Social Robot Attitudes: Psychological Distance as a Mechanism and Product Information Type as a Boundary Condition" (2026). PACIS 2026 Proceedings. 1.
https://aisel.aisnet.org/pacis2026/hci_robotic/hci_robotic/1
Anthropomorphism Effects on Social Robot Attitudes: Psychological Distance as a Mechanism and Product Information Type as a Boundary Condition
This study examines how anthropomorphism influences consumer attitudes toward social robots by focusing on the cognitive mechanism of psychological distance and the moderating role of product information type. Using a 2 × 2 between-subjects online experiment with 206 participants, we manipulated anthropomorphism level (high vs. low) and product information type (attribute-focused vs. benefit-focused). The results show that anthropomorphized social robots are perceived as psychologically closer to consumers. Furthermore, psychological distance mediates the relationship between anthropomorphism and attitudes, but this effect occurs only when product information emphasizes concrete attributes. Under benefit-focused appeals, the indirect effect is not significant. These findings suggest that anthropomorphism does not universally enhance consumer evaluations, but that its persuasive effectiveness depends on the congruence between psychological distance and information framing, offering theoretical insights into human-robot interaction and practical implications for social robot marketing strategies.
Comments
12-HCI