A new study by Jin, Walker & Reczek (2024) reveals that in contexts where consumers' self-presentation concerns are high, such as when shopping for embarrassing products, clearly identified chatbots can actually lead to more positive consumer responses than human agents.
While some studies find users reacting more positively to human service, others show consumers prefer bots in certain contexts. User preferences are highly context-dependent, with ambivalent reactions observed as well.
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