The Influence of Chatbot Humour on Consumer Evaluations of Services
OUTSTANDING PUBLICATION AWARD
International Journal of Consumer Studies, Vol. 47, No. 2 (2023), pp. 545-562
Hyunju Shin Isabella Bunosso Lindsay R. Levine
This research examines how humor used by AI-powered service chatbots shapes consumer perceptions and service satisfaction. Through three experimental studies, we showed that chatbots using humor are evaluated more positively than non-humorous chatbots, leading to higher service satisfaction. This effect occurs because humor makes chatbots seem more human-like (i.e., anthropomorphism) and makes the interaction more interesting and engaging. Importantly, the positive impact
of humor is specific to chatbots and does not extend to human service agents. We also showed that the type of humor matters: socially appropriate, affiliative humor enhances satisfaction, while aggressive or inappropriate humor may increase interest but does not improve overall service evaluations.
When faculty publish in top-tier journals, the researcher and the College become part of the ongoing academic discussion. By recognizing faculty whose work is published in exceptional journals, the Coles College Outstanding Publication Award recognizes the dedication, commitment, and rigor involved in producing research that gains the attention of these respected publications.
Adding humor to AI chatbots can increase customer satisfaction. Chatbot humor works because it makes chatbots feel more human and the interaction with the chatbot more interesting. The positive effect appears unique to chatbots; humor from human service agents does not produce the same improvement in satisfaction. Friendly, socially appropriate humor improves service evaluations, while aggressive or inappropriate humor may capture attention but does not increase satisfaction.
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