Due to huge advancements in natural language processing (NLP) and machine learning, chatbots are gaining significance in the field of customer service. For users, it may be hard to distinguish whether they are communicating with a human or a chatbot. This brings ethical issues, as users have the right to know who or what they are interacting with (European Commission in Regulatory framework proposal on artificial intelligence. https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai, 2022). One of the solutions is to include a disclosure at the start (...) of the interaction (e.g., “this is a chatbot”). However, companies are reluctant to use disclosures, as consumers may perceive artificial agents as less knowledgeable and empathetic than their human counterparts (Luo et al. in Market Sci 38(6):937–947, 2019). The current mixed methods study, combining qualitative interviews (n = 8) and a quantitative experiment (n = 194), delves into users’ responses to a disclosed vs. undisclosed customer service chatbot, focusing on source orientation, anthropomorphism, and social presence. The qualitative interviews reveal that it is the willingness to help the customer and the friendly tone of voice that matters to the users, regardless of the artificial status of the customer care representative. The experiment did not show significant effects of the disclosure (vs. non-disclosure). Implications for research, legislators and businesses are discussed. (shrink)

This article examines whether there are differences between older and younger adults in recall and liking of arousing television commercials. As hypothesized, the experiment demonstrated that older adults remembered brands and products in calm commercials better than in arousing commercials, and they also liked calm commercials more. In contrast, younger adults remembered brands and products in arousing commercials better and they liked these commercials more. In addition, linear relationships showed that for older adults arousal deteriorates their recall and liking, whereas (...) for younger adults arousal – up to a certain point – is beneficial. These findings strongly suggest that advertising effects found in younger samples are unlikely to be the same for older target groups. An important practical implication is that it currently seems wise to make commercials targeted towards older adults calm instead of arousing when the aim is to generate brand recall and liking. (shrink)

A large share of the available literature on television and ageing depicts old age as a life stage characterized by losses in which people use television as a substitute for decreased activities. The aim of the present study is to investigate how television viewing is part of both selection and compensation strategies. Based on a qualitative interview study among a diverse sample of older adults, we found three ways in which television viewing is part of selection strategies and three ways (...) in which it is part of compensation strategies. In contrast to the focus on compensation in previous research, we found that selection strategies appear to provide a better characterization of older people’s television viewing than compensation strategies. Moreover, particular television viewing behavior does not automatically signal whether television viewing is part of selection or compensation strategies. (shrink)

Many consumers fail to identify online sponsored content as advertising. This is an ethical problem because consumers need to know when they are exposed to advertising so they can raise counterargu...

Socioemotional selectivity theory (SST), an influential life-span theory, suggests that older adults prefer persuasive messages that appeal to emotionally-meaningful goals over messages that appeal to knowledge-related goals, whereas younger adults do not show this preference. A mixed-factorial experiment was conducted to test whether older adults (≥65 years) differ from younger adults (25–45 years) in their preference for emotionally-meaningful appeals over knowledge-related appeals, when appeals are clearly developed in line with SST. For older adults we found the expected preference for emotionally-meaningful (...) appeals for cancer centers but not for grocery stores and travel organizations. As expected, in most cases, younger adults did not show a preference. Implications for SST-based communication research and for practice are discussed. (shrink)