Can AI influencers enhance the competence stereotype of electric cars? Insights from the stereotype content model
Jein Sriana Toyib, Widya Paramita · Young Consumers Insight and Ideas for Responsible Marketers · 2025
Purpose This study explores how enhancing consumer perceptions of electric cars can effectively boost attention and purchase intentions. It investigates two key pathways: competence-driven perceptions, which influence electric vehicle (EV) adoption through perceived quality, and warmth-driven perceptions, which shape adoption via trust. This research examines the moderating role of artificial intelligence (AI) influencers across these pathways, offering a unique perspective on how AI can enhance the perceived competence and warmth of electric cars. By shedding light on these dynamics, this study aims to provide valuable insights into how AI influencers can shape consumer adoption intentions and drive the future growth of the EV market. Design/methodology/approach Two studies were conducted using the survey method. Study 1 was administered to 129 respondents and aimed to confirm that electric cars are stereotyped as warm (vs competent), while AI influencers are stereotyped as competent (vs warm). Study 2 was administered to 351 respondents aimed to validate Study 1 and to examine the interaction effect of electric cars’ stereotypes and AI influencers’ competence stereotype on the intention to adopt electric cars as mediated by perceived quality and trust. The data were analyzed using Hayes’ Process Macro Model 4 and Model 7. Findings This research demonstrates that the perceived competence of AI influencers can enhance the perceived quality of electric cars and boost adoption intention, but this effect is observed only when consumers perceive electric cars as competent. For consumers who view electric cars as warm but lacking in competence, the influence of a competent AI influencer on adoption intention is not effective. However, the perceived warmth of electric cars increases consumers’ intention to adopt electric cars, as explained by trust. Research limitations/implications This study proves that perceived competence of AI influencers can increase perceived quality for both consumers who perceive electric cars as warmth or competence. However, both perceived warmth and competence of electric cars also increase trust and intention to adopt electric cars. However, trust cannot be improved using the perceived competence of AI influencers. Therefore, electric car marketers and policymakers might use AI influencers to promote the perceived quality and intention to adopt electric cars. Originality/value This research contributes to the literature by suggesting that an object with a competent stereotype (i.e. an AI influencer) can improve perceived quality but not trust toward another object (i.e. an electric car) and increase intention to adopt electric cars.