Striking an Emotional Chord: Effects of Emotional Appeals and Chatbot Anthropomorphism on Persuasive Science Communication
Jinping Wang,
Lulu Peng
Abstract:Chatbots have been used to achieve persuasive goals in various communication contexts. This research investigates how chatbot anthropomorphism intersects with emotional appeals to influence persuasive outcomes in science communication by conducting two experiments in the contexts of skin cancer prevention and biodiversity conservation. The findings showed a matching effect between emotional appeals and anthropomorphic cues: For a chatbot with more anthropomorphic cues, fear appeals were more persuasive than ho… Show more
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