Working Papers

The Impact of Artificial Agents on Persuasion: A Construal Level Account

Tae Woo Kim and Adam Duhachek

Oct 22, 2018

This research identifies a critical aspect of consumer belief for marketers’ consideration: humans do not perceive autonomous goals, free will, or intentionality in artificial agents. This has important implications for how AI messages can persuade consumers to buy or use a product or service. 

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