Chatbot Anthropomorphism, Social Presence, Uncanniness and Brand Attitude Effects

As chatbots become the dominant technology in customer service, understanding how their design influences consumer perceptions and responses is crucial. This study investigates the impact of chatbot anthropomorphic design cues on perceived social presence and uncanniness, and their consequent effects on brand attitude. Through scenario-based experiments involving a fictitious retail brand's chatbots, we demonstrate that anthropomorphism perceptions enhance brand attitudes mediated via social presence. However, we also find that sense of uncanniness moderates the effect of perceived anthropomorphism on social presence, with implications on brand attitude. These findings extend the CASA framework and offer novel insights into the psychological mechanisms underlying consumer–chatbot interactions. By highlighting the delicate balance between social presence and uncanniness, we provide insight that can inform chatbot design in ways that could optimize customer engagement while mitigating potential negative reactions. Our research advances theory and practice in leveraging AI-powered chatbots for enhanced brand experiences.