Sounds Like a Friend or an Expert: How Sound Symbolism Mitigates Resistance to Artificial Intelligence

Authors

Malihe Tavallaei NosratabadiFollow

Document Type

Dissertation

Degree

Doctor of Philosophy (PhD)

Major/Program

Business Administration

First Advisor's Name

Alexandra Aguirre-Rodriguez

First Advisor's Committee Title

Committee chair

Second Advisor's Name

David Luna

Second Advisor's Committee Title

committee member

Third Advisor's Name

Ha Ta

Third Advisor's Committee Title

committee member

Fourth Advisor's Name

Ronald Mesia

Fourth Advisor's Committee Title

committee member

Fifth Advisor's Name

Bennett L. Schwartz

Fifth Advisor's Committee Title

committee member

Keywords

ARTIFICIAL INTELLIGENCE, SOUND SYMBOLISM, Name of AI Agent

Date of Defense

6-29-2023

Abstract

Although the widespread use and rapid advancement of Artificial intelligence (AI) technology are revolutionizing marketing and consumer behaviors in the marketplace, many consumers resist AI-assisted customer service agents across a variety of contexts. Yet, little is known regarding how to increase consumers’ AI acceptance. To fill this knowledge gap, the current study seeks to identify mechanisms that can potentially enhance consumers’ receptivity to AI. Drawing on sound symbolism theory, I propose that marketers can increase the accessibility of warmth and competence concepts in consumers’ minds by choosing congruent-sounding names for AI agents given their task type. Consequently, this matching effect of names and roles, which should operate implicitly, will facilitate consumer-AI interaction. Across several studies, I show the association of warmth (vs. competence) and front (vs. back) vowel sounds and the matching effect of the name sound with the AI agent role of coach (vs. expert) on consumers’ AI agent attitude, AI agent perceived trustworthiness, and the likelihood to follow the AI agent’s recommendation.

Identifier

FIDC011223

Recommended Citation

Tavallaei Nosratabadi, Malihe, "Sounds Like a Friend or an Expert: How Sound Symbolism Mitigates Resistance to Artificial Intelligence" (2023). FIU Electronic Theses and Dissertations. 5342.
https://digitalcommons.fiu.edu/etd/5342