Research seminar: Holger Roschk

Speaker: Professor of Marketing Holger Roschk, Aalborg University

Title: Automated Versus Human Agents: A Meta-Analysis of Customer Responses to Robots, Chatbots, and Algorithms and Their Contingencies

Abstract: 
This meta-analysis examines when three types of automated agents (AAs)—robots, chatbots, and algorithms—are equivalent to human agents (HAs) in marketing roles. An analysis of 943 effect sizes from 327 studies provides novel insights. First, customers may be skeptical of Aas; however, they value their performance and eventually choose or buy from them as if they were interacting with Has. Second, each of the three AA types has a unique set of contingencies that affect its human equivalence; previously identified contingencies do not generalize and can even have opposing effects across AA types. This study also identifies novel contingencies, such as the multifaceted concept of artificial intelligence required to fulfill a task. Third, some contingencies make Aas more humanlike, while others make their machine characteristics salient. These findings enrich the concept of automated social presence (ASP), suggesting that Aas are hybrid beings with a social presence (i.e., the feeling of interacting with a humanlike entity) and an automated presence (i.e., the feeling of interacting with a machine entity). The authors provide recommendations on when Aas can replace Has in marketing roles to release capacity and alleviate labor shortages. They also suggest a future research agenda.

Full paper attached below 👇 

For those of you who are interested, it is possible to schedule a one-on-one with Holger after the presentation (14.30-16.00). Please contact Anne to book at time slot.

Profile text: 
Holger’s research focuses on the field of customer experience management, in particular service failure and recovery and atmospheric cues. Methodologically he is interested in empirical generalizations and experimental designs. Besides that, he is curious about other fields and methods, and enjoys building a bridge between basic and applied research. Holger has published articles in Journal of Marketing, Journal of Service Research, Journal of Retailing, Marketing Letters, Journal of International Marketing, and Journal of Travel Research among others. He serves on the editorial review board of the Journal of Service Research.