Anthropomorphized service and retail technologies offer many advantages for both consumers and retailers. However, the impact of anthropomorphism on consumers’ experiences with service failure and recovery is still unclear. Based on attribution theory and existing literature on anthropomorphism, this paper suggests that anthropomorphized chatbots may elicit more contempt than non-anthropomorphized ones after a service failure, which could lead to lower shopping intentions and less use of the technology. This research identifies two main factors that influence this effect: customers’ need for interaction and the use of a recommendation-based recovery strategy. Specifically, this research examines how providing alternative product suggestions during a stockout can lessen negative consumer reactions to anthropomorphized chatbots. Four studies conducted in a mobile shopping context demonstrate that anthropomorphized retail technologies can sometimes backfire during service failures, particularly for customers with low need for interaction, but offering product recommendations can improve perceptions and help restore shopping intentions.
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