AN ONLINE EXPERIMENT ON THE STEREOTYPE CONTENT MODEL (SCM) AND CHATBOTS - DOES SWAPPING THE PICTURE MAKE A DIFFERENCE?

Abstract

Chatbots have become quite popular in recent years, and research on the topic has gained momentum. In this study, we address whether the stereotype content model applies in the context of chatbots. Furthermore, we consider whether swapping the image of a person in the chatbot interface makes a difference in terms of the SCM. An online experiment was conducted to A/B-test different chatbot versions, and the results suggest that the SCM applies. Furthermore, a chatbot can be perceived as warm and competent, with friendliness, in particular, fostering online trust. This, in turn, is a business-success-relevant construct in an online setting. Therefore, if a trustworthy chatbot is to be implemented, the SCM is considered relevant and necessary for implementing such a bot.