Sophia Sophia tell me more, which is the most risk-free plan of all? AI anthropomorphism and risk aversion in financial decision-making

Abstract

Purpose

This research examines whether anthropomorphizing artificial intelligence (AI) chatbots alters consumers' risk preferences toward financial investment options involving differential risks.

Design/methodology/approach

An experimental approach has been adopted with three studies, all featuring a between-subjects design.

Findings

Through three studies, the findings document that, in a financial decision-making context, anthropomorphizing AI leads to significantly greater risk aversion in investment decision-making (Study 1). This occurs because AI-enabled chatbot anthropomorphization activates greater psychological risk attachment, which enacts consumers to manifest stronger risk aversion tendency (Studies 2 and 3).

Originality/value

Anthropomorphizing AI has undeniable relevance in the contemporary marketing landscape, such as humanoid robotics and emotion AI algorithms. Despite of anthropomorphism's significance and relevance, the downstream impact of anthropomorphism remains unfortunately underexplored.

Citation

Cui, Y.(G). (2022), "Sophia Sophia tell me more, which is the most risk-free plan of all? AI anthropomorphism and risk aversion in financial decision-making", International Journal of Bank Marketing, Vol. 40 No. 6, pp. 1133-1158. https://doi.org/10.1108/IJBM-09-2021-0451