From humanlike minds to persuasive machines: anthropomorphism and message framing in AI communication
- 2025년 8월 3일
- 1분 분량
최종 수정일: 1월 9일
Abstract
This study investigates the psychological mechanisms underlying consumer perceptions of artificial intelligence (AI), focusing on the role of anthropomorphic tendencies and construal level theory. Across two empirical studies, we examined how anthropomorphic tendencies influence consumer evaluations of AI and its message framing (abstract vs. concrete). Study 1 revealed that individuals with heightened anthropomorphic tendencies perceive AI behaviors as more goal-oriented high-level construal, narrowing the perceptual gap between human and AI actions. Study 2 demonstrated that high-level construal messages (abstract) are more effective than low-level construal messages (concrete) for individuals with stronger anthropomorphic tendencies, mediated by trust in the AI messenger. These findings offer theoretical insights into how anthropomorphism shapes consumer trust and message acceptance, and practical implications for designing AI communication strategies to enhance user engagement and adoption.
Keywords
Artificial intelligence; consumer perception; construal level theory; anthropomorphism;
trust; message framing; persuasion
출처
Noh, H. H., & Lee, B. K. (2025). From humanlike minds to persuasive machines: anthropomorphism and message framing in AI communication. Communication Quarterly, 73(5), 539-561.