讲座题目： Detrimental Effects of Anthropomorphism on the Perceived Physical Safety of Artificial Agents in Dangerous Situations （危险情境下拟人化智能机器人对感知身体安全的不利影响）

主讲人： 李雪妮  香港浸会大学

讲座时间：2023年10月7日14:00

讲座地点：学院A321

主办单位：hbs04红宝石线路市场营销与旅游管理系

讲座主要内容：

Designers of artificial agents often give them humanlike features, reflecting assumptions that humanlike agents evoke more positive evaluations than machinelike agents do. However, through four studies, the current article reveals a detrimental effect of anthropomorphizing embodied artificial agents. This effect occurs because these agents appear physically less safe in dangerous situations, which leads to consumers’ diminished selfsafety perceptions and less favorable downstream consequences, both attitudinal (e.g., quality and trust perceptions, consumer evaluations, willingness to pay) and behavioral (e.g., information search, donation behavior). However, this detrimental effect is mitigated in non-dangerous situations or for artificial agents that usually do not operate in dangerous situations. The findings also reveal some theoretically important and practically relevant moderators. Specifically, when consumers receive marketing messages that direct their attention to artificial agents’ humanlike minds (e.g., cognitive and socio-emotional capabilities) rather than their humanlike bodies, the negative effect of anthropomorphizing artificial agents disappears. In addition to advancing emerging research on embodied artificial agents, this study provides practical guidance for marketers who plan to integrate artificial agents with humanlike features into their operations.

智能机器人的设计者经常赋予它们类似人类的特征，这反映出他们认为类人机器人更能引起消费者积极的评价。然而，通过四项研究，本文揭示了拟人化智能机器人的不利影响。出现这种效应的原因是这些机器人在危险情况下显得身体不太安全，从而导致消费者的自我安全感减弱和后续结果不太有利，包括态度（例如质量和信任认知、消费者评价、支付意愿）和行为（例如信息搜索、捐赠行为）。然而，这种不利影响在非危险情况下或对于通常不在危险情况下运行的智能机器人来说会减轻。研究结果还揭示了一些理论上重要且与实际相关的调节因素。具体来说，当消费者收到的营销信息将他们的注意力引导到人工智能体的类人思想（例如认知和社会情感能力）而不是他们的类人身体时，拟人化智能机器人的负面效应就消失了。除了推进具身智能机器人的新兴研究之外，这项研究还为计划将具有类人特征的智能机器人集成到其运营中的营销人员提供了实用指导。

主讲人简介：

李雪妮，香港理工大学市场营销系哲学博士，她硕士毕业于中南财经政法大学工商管理学院，并拥有双学士学位（中南财经政法大学理学学士和华中师范大学文学学士）。李雪妮博士现就职于香港浸会大学工商管理学院管理、市场、与信息系统学系，任助理教授一职。李博士的研究方向包括消费者行为，服务营销，网络营销，营销沟通策略等。李博士的研究成果发表于市场营销研究领域的顶级期刊Journal of Consumer Research, International Journal of Research in Marketing等。