Abstract
This study analyzes the development of anthropomorphism research in consumer behavior over the last three decades, with a particular focus on emerging countries. A dataset of 475 articles was collected from the Web of Science database, using the keywords “anthropomorph*” and “consum*”. The study includes graphics related to annual scientific production, corresponding author's country, most cited countries, most relevant sources, word cloud, word tree, trend topics, and thematic map, revealing the visualization technique. The meta-analysis aims to create a comprehensive framework for articles on anthropomorphism in consumer behavior published in the last 30 years, with a specific focus on emerging countries. The study will examine the anthropomorphism studies carried out in these countries separately and make suggestions for anthropomorphism applications that can be applied in consumer behavior in emerging countries, comparing the general findings to those from emerging countries.
TopIntroduction
Artificial intelligence (AI) has become a major disruptor in emerging and developing countries, and one of the ways in which it is impacting these countries is through the development of anthropomorphic features (McDuie‐Ra and Gulson, 2020). Anthropomorphism refers to the attribution of human-like characteristics and behaviors to machines, such as intelligent digital assistants and chatbots like Siri, Alexa, and Google Assistant (Abercrombie et al., 2021). The use of AI and anthropomorphism in developing countries has both positive and negative impacts (Blut et al., 2021). On the positive side, AI can help optimize supply chains, reduce energy consumption, and improve the quality of healthcare services (Dash, 2019). For example, AI can help medical professionals diagnose diseases more accurately and provide personalized treatment plans. It can also improve patient outcomes by monitoring and predicting health risks (Yeasmin, 2019; Omary et al., 2009). However, there are also concerns about job displacement due to the automation of certain tasks by AI. There is a need for skilled workers to design, build, and operate AI systems. Additionally, there are ethical concerns such as data privacy, bias, and transparency that must be addressed through the development of regulations and guidelines (Martin et al., 2022).
To guide future studies on the use of AI and anthropomorphism in developing countries, it is important to systematically classify studies on this subject. This will help identify the most studied topics, most cited authors, and trending topics by year. This information can help policymakers and business leaders make informed decisions about investing in education and skills development, developing regulations and guidelines, and making technology accessible to all to maximize benefits and reduce challenges. It is crucial that policymakers and business leaders take a proactive approach to AI and anthropomorphism in developing countries. This means investing in education and skills development to ensure that workers have the skills needed to design, build, and operate AI systems. It also means developing regulations and guidelines that address ethical concerns and ensure that AI is used for the benefit of society as a whole. Finally, it means making technology accessible to all, regardless of socio-economic status, to ensure that the benefits of AI are available to everyone.
Key Terms in this Chapter
Chatbots: Chatbots are AI-powered computer programs that can simulate conversation with human users through natural language processing. They can be used for various purposes, such as customer service, information retrieval, and entertainment.
AI-Powered Avatars: AI-powered avatars are digital representations of humans that are animated by artificial intelligence. They can be used in educational settings to provide personalized learning experiences, such as virtual tutors or language teachers.
Social Robots: Social robots are AI-powered machines that are designed to interact with humans in a social way, typically with the goal of providing companionship or emotional support. They can be used in a variety of settings, such as nursing homes, schools, and homes.
Virtual Assistant: A virtual assistant is an AI-powered software program that can perform tasks or provide information for users via text or voice commands. Examples of virtual assistants include Apple's Siri, Amazon's Alexa, and Google Assistant.
Anthropomorphism: Anthropomorphism is the attribution of human characteristics, behaviors, or emotions to non-human entities such as animals, objects, or natural phenomena.
Artificial Intelligence: Artificial Intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to perform tasks that typically require human cognition, such as learning, problem solving, and decision making.