Cultural Variation in Attitudes Toward Social Chatbots.

Abstract

Across two studies (Total N = 1,659), we found evidence for cultural differences in attitudes toward socially bonding with conversational AI. In Study 1 (N = 675), university students with an East Asian cultural background expected to enjoy a hypothetical conversation with a chatbot (vs. human) more than students with European background. Moreover, they were less uncomfortable and more approving of a hypothetical situation where someone else socially connected with a chatbot (vs. human) than the students with a European background. In Study 2 (preregistered; N = 984), we found similar evidence for cultural differences comparing samples of Chinese and Japanese adults currently living in East Asia to adults currently living in the United States. Critically, these cultural differences were explained by East Asian participants increased propensity to anthropomorphize technology. Overall, our findings suggest there is cultural variability in attitudes toward chatbots and that these differences are mediated by differences in anthropomorphism.