From humanlike minds to persuasive machines: anthropomorphism and message framing in AI communication
Hwan‐Ho Noh, Byung‐Kwan Lee · Communication Quarterly · 2025
This study investigates the psychological mechanisms underlying consumer perceptions of artificial intelligence (AI), focusing on the role of anthropomorphic tendencies and construal level theory. Across two empirical studies, we examined how anthropomorphic tendencies influence consumer evaluations of AI and its message framing (abstract vs. concrete). Study 1 revealed that individuals with heightened anthropomorphic tendencies perceive AI behaviors as more goal-oriented high-level construal, narrowing the perceptual gap between human and AI actions. Study 2 demonstrated that high-level construal messages (abstract) are more effective than low-level construal messages (concrete) for individuals with stronger anthropomorphic tendencies, mediated by trust in the AI messenger. These findings offer theoretical insights into how anthropomorphism shapes consumer trust and message acceptance, and practical implications for designing AI communication strategies to enhance user engagement and adoption.