Technology as a Social Companion? An Exploration of Individual and Product-Related Factors of Anthropomorphism

From chatbots that simulate human conversation to cleaning robots with anthropomorphic appearance, humanlike designed technologies become increasingly present in our society. A growing strand of research focuses on psychological factors and motivations influencing anthropomorphism, is, the attribution characteristics non-human agents objects. For example, studies have shown feeling lonely can come along attributing qualities objects; others imply anthropomorphism might influence individuals’ social needs return. Such an interrelation could great societal impact, if, for interacting technology would reduce need interpersonal interaction. Yet, between has not been studied systematically individual as well situational preconditions specified. The investigates example a smartphone highlights possible by means two experimental using 2 × 2-between-subjects-design, varying exclusion anthropomorphism. Our first study ( N = 159) showed overall positive correlation willingness socialize perceived second 236) highlighted this relationship is especially pronounced individuals high tendency anthropomorphize, given product supports perception through its appearance design cues. In sum, results support but also stress contextual strengthening factors. Limitations, theoretical, practical implications are discussed.