Research Project: The Human Factor in Virtual Influence

Virtual characters play an increasingly important role in marketing, either as virtual influencers in social media or as virtual assistants on commercial websites, but choosing the right design is crucial. Brands tend to select human-like virtual characters as they are believed to allow followers to create a stronger bond of trust with the power to influence purchase decisions. However, human-like virtual characters and assistants can also be perceived as creepy, resulting in negative word-of-mouth and non-purchase. Cartoon-like characters are less likely to elicit negative reactions, but they may be less effective. Conflicting theories exist in science about the impact of human-likeness on consumer behavior, with one suggesting positive reactions and increased sales and the other suggesting consumer eeriness and non-purchase.
In this research project, the Nuremberg Institute for Market Decisions aims to shed light on the impact of human-likeness of virtual characters on consumer reactions and purchase behavior, helping brands choose the right design and enabling an informed societal dialog.

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