The Study: Why Chatbots for Sensitive Purchases?

Consumers are increasingly showing fatigue with chatbot interactions in general customer service. However, a recent study led by Jianna Jin, assistant professor of marketing at the University of Notre Dame’s Mendoza College of Business, found a surprising preference for chatbots in specific scenarios.

The research, published in the Journal of Consumer Psychology, explores how the desire to avoid embarrassment influences interactions with chatbots, considering both disclosed and ambiguous chatbot identities.

Methodology & Experiments

Jianna Jin, along with Jesse Walker and Rebecca Walker Reczek from Ohio State University, conducted seven experiments involving over 6,000 participants. They utilized a custom-built chatbot to simulate shopping experiences. Participants where asked to shop for products considered “embarrassing,” including:

• Hemorrhoid medication
• Anti-wrinkle cream
• Diarrhea medication
• Hay fever medication
• Acne cream

One key experiment presented participants with a choice between an online pharmacy staffed by a human pharmacist and one using a chatbot pharmacist. The products were packaged identically to control for presentation bias.

Key Findings: Disclosed vs. Ambiguous Chatbot Identity

The study differentiated between interactions where the chatbot’s identity was clearly stated and those where it was ambiguous. The researchers found that the desire to avoid embarrassment was a notable driver in preferring chatbots, notably when the chatbot’s identity was unclear.

When a chatbot’s identity was disclosed, participants still showed a preference for it when purchasing embarrassing items, but the effect was less pronounced. This suggests that even knowing they are interacting with a machine, the perceived lack of judgment is appealing.

Though, when the chatbot’s identity was ambiguous, the preference for the chatbot was substantially stronger. This implies that the anonymity offered by an unclear identity further reduces the fear of embarrassment.

Implications for Businesses & Customer Service

These findings have significant implications for businesses utilizing chatbots. Here’s a breakdown:

Businesses should consider strategically deploying chatbots for purchases involving sensitive or embarrassing products. However, they must also be mindful of ethical considerations surrounding ambiguous chatbot identities and ensure clarity with customers.