European Journal of Marketing最新文献

{"title":"The impact of emotional labor strategy order effects on customer satisfaction within service episodes","authors":"Markus Groth, Mahsa Esmaeilikia","doi":"10.1108/ejm-09-2021-0679","DOIUrl":"https://doi.org/10.1108/ejm-09-2021-0679","url":null,"abstract":"Purpose This paper aims to aims to extend emotional labor research by exploring whether the impact of emotional labor on customer satisfaction depends on the order in which different emotional labor strategies are used by employees. Specifically, the authors explore how the order effects of two emotional labor strategies – deep and surface acting – impact customer satisfaction. Design/methodology/approach The authors conducted two experimental studies in which participants interacted with service employees who systematically switched between surface and deep acting strategies during the service episode. In Study 1, participants watched a video clip depicting a service encounter in a bookstore. In Study 2, participants partook in a simulated career-counseling session. Findings The four different emotional labor strategy order effects differentially impact customer satisfaction. Consistent with theories of gain–loss effects, improvement and decline trends positively or negatively impact customers, respectively. Furthermore, results show that these trends impact customer satisfaction growth differently over time. Research limitations/implications The authors only focused on two emotional labor strategies, and future research may benefit from extending the research to additional regulation strategies and/or specific discrete emotions. Practical implications The results suggest that managers may train employees in recognizing that customer satisfaction is not just driven by customers’ overall assessment of the interaction but also by their experience at different stages of the interaction. Originality/value Service marketing and management scholars have largely explored emotional labor from a between-person or within-person perspective, with little empirical attention paid to within-episode processes that focus on how employee behavior varies within a single service episode. To the best of the authors’ knowledge, this study is one of the first to demonstrate that surface and deep acting can be used simultaneously and dynamically over the course of a single service interaction in impacting customer satisfaction.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"20 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135366127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"When enough is not enough: behavioral and motivational paths to compulsive social media consumption","authors":"Line Lervik-Olsen, Tor Wallin Andreassen, Bob M. Fennis","doi":"10.1108/ejm-12-2022-0898","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0898","url":null,"abstract":"Purpose Compulsive social media use has the potential to reduce well-being. In this study, the authors propose that there are two main paths to compulsive social media consumption. One is behavioral and based on habit; the other is motivational and rooted in the fear of missing out. This study aims to test the antecedents of these two drivers as well as their consequences for the tendency to engage in compulsive social media consumption. Design/methodology/approach The authors applied a quantitative research design and collected data through a survey of 600 respondents from a representative sample. The authors used structural equation modeling to test their conceptual model and hypotheses. Gender and age were included as moderators to investigate the model’s boundary conditions. Findings The authors found support for all the suggested relationships in the conceptual model. The findings indicate two main manifestations of compulsive social media use – always being logged in (i.e. the frequency of social media consumption) and excessive use (the intensity of consumption) – that in turn spurred a reinforcer of compulsivity: disconnection anxiety. The findings also indicate two main paths to compulsive social media consumption. One path is behavioral, based on habit, and the other is motivational, based on fear of missing out. Moreover, the authors identified the key antecedents of both paths. Habit formation was observed to be a function of situational cues (technological nudges in the online sphere) and consumer engagement. Fear of missing out was shaped by both injunctive norms (a consumer norm to be online) and descriptive norms (social proof). Research limitations/implications Although the antecedents of compulsive social media consumption suggested in this study have a strong and significant effect, the explained variance in the dependent variables being always logged in and excessive social media use indicates that there might be other drivers as well. These should be explored along with moderators other than gender and age to identify the potential boundary conditions of the model. Practical implications The main implications of the present work point to the “ease” with which typical or normal social media use may spiral out of control and become compulsive, with adverse implications for consumer health and well-being. Originality/value The behavioral and motivational paths to compulsive social media consumption have been less explored and have not yet been studied in conjunction, nor have their antecedents and consequences. Thus, this is a novel approach to understanding how social media use can potentially lead to reduced control and well-being.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135567773","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketplace accessibility: a service-provider perspective","authors":"Katharina C. Husemann, Anica Zeyen, Leighanne Higgins","doi":"10.1108/ejm-04-2022-0280","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0280","url":null,"abstract":"Purpose This study aims to explore the strategies that service providers use to facilitate marketplace accessibility, and identify the key challenges in that process. The authors do so to develop a roadmap towards improved accessibility and disability inclusion in the marketplace. Design/methodology/approach The authors conducted eight semi-structured interviews with service providers (curators, visitor service coordinators and access managers) at museums who run access programmes for customers with visual impairment (VI), along with an embodied duo-ethnography of those programmes. Findings Service providers foster autonomous, embodied and social access. Resource constraints, safety concerns and exposed differences between customers compromise access. To overcome these challenges, service providers engage in three inclusionary strategies – informing, extending and sensitizing. Research limitations/implications This service provider- and VI-focus present limitations. Future research should consider a poly-vocal approach that includes the experiences of numerous stakeholders to holistically advance marketplace accessibility; and apply the marketplace accessibility findings upon different disabilities in other marketplace contexts. Practical implications This study offers a roadmap for policymakers and service providers on: which types of access should and can be created; what challenges may be encountered; how to manage these challenges; and, thus, how to advance accessibility beyond regulations. Originality/value This study contributes a service provider perspective on marketplace accessibility that goes beyond removing “disabling” barriers towards creating opportunities for co-creation; an approach towards marketplace accessibility that fosters inclusiveness while considering the inherent challenges of that process; and an illustration of posthumanism’s empirical value in addressing issues of accessibility in the marketplace.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135944166","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Fostering healthy ageing through understanding food coping strategies","authors":"Margot Dyen, Andréa Gourmelen, Samuel Guillemot, Ziad Malas, Annick Tamaro","doi":"10.1108/ejm-11-2020-0845","DOIUrl":"https://doi.org/10.1108/ejm-11-2020-0845","url":null,"abstract":"Purpose Preventative public health policies often rely on objective criteria to identify people in vulnerable situations. Age is one of the criteria when investigating the risk of malnutrition associated with ageing. By looking at changes in the food practices of individuals as they age, this study aims to seek to contribute to more precise targeting of older adults in view of the dynamic nature of ageing. Design/methodology/approach From a theoretical perspective, this research is based on the life course paradigm. Data were collected from 42 semi-structured interviews with retirees aged 60 and over. Findings The results show that some ageing events lead to immense reconfigurations of individuals’ lives, implying changes as prior food practices are extensively replaced by new ones (“rebuilding after a tsunami”). Other more diffuse and gradual effects of ageing lead to adaptations of previous food practices and, in a more localised way, areas that can be targeted by healthy eating campaigns (“plugging the gaps”). Lastly, this study shows that a normative perspective can help endorse a new social role (“getting into character”), and that relying on their human capital (“it’s a matter of perspective”) can help people cope with new age-related mindsets. Research limitations/implications The sample did not include individuals with serious physical or mental health problems at the time of the interviews. Practical implications The study identifies social, biological and psychological events related to ageing that have an impact on food practices, as well as moments and milestones for developing public policy campaigns to promote healthy eating. Originality/value The study gives insights into the place of food in the process of coping with ageing, showing that food can be either a problem to solve or a resource to help cope with social or psychological imbalances. The holistic view adopted contributes to identifying other events that impact food practices (and consequently health) during the ageing process.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"147 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136077770","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Mirroring digital content marketing framework: capturing providers’ perspectives through stimuli assessment and behavioural engagement response","authors":"Jelena Filipovic, Maja Arslanagic-Kalajdzic","doi":"10.1108/ejm-03-2021-0158","DOIUrl":"https://doi.org/10.1108/ejm-03-2021-0158","url":null,"abstract":"Purpose This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM. Design/methodology/approach To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results. Findings The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website). Research limitations/implications Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework. Practical implications Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies. Originality/value This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135805075","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of communication and proximity on citizens’ sustainable disposal of e-waste","authors":"Diletta Acuti, Linda Lemarie, Giampaolo Viglia","doi":"10.1108/ejm-06-2023-0454","DOIUrl":"https://doi.org/10.1108/ejm-06-2023-0454","url":null,"abstract":"Purpose The purpose of this study is to demonstrate how decision-makers can enhance citizens’ sustainable disposal of e-waste through bin proximity and ad hoc communication. Specifically, the authors discuss a two-year research project that took place in Northern Italy, where the authors documented the number of products disposed of sustainably in four towns. Design/methodology/approach The project involved five main groups of stakeholders: i) four municipalities, ii) one social purpose organisation employing people with disabilities, (i.e. Andromeda), iii) one provider of bins (i.e. PubliCittà), iv) another social purpose organisation entity (i.e. Fondazione CRT) and v) the University of Portsmouth. After conducting three online pilot tests to confirm expectations of this study regarding how to enhance citizens’ sustainable disposal of e-waste, the authors have implemented the field pilot programme in a small municipality and successively in other three towns. Finally, the authors measured the impact of the programme on the actual recycling rate of citizens in the three target municipalities. Findings The authors found that the positioning of drop-off bins in such a way as to reduce the distance from as many households as possible, along with the use of communication that facilitates the understanding of information related to sustainable disposal schemes, can improve the sustainable behaviour of citizens. The sustainable disposal of exhausted batteries after the intervention improved by 135% on average in the three municipalities that adopted the disposal scheme (Saluggia, San Benigno Canavese and Santhiá). The disposal rate of toners and electronics increased by 204.0% and 318.75% (San Benigno Canavese) and 138.7% and 85.4% (Santhiá), respectively. Research limitations/implications The authors believe it would be cautious to consider potential differences in terms of recycling cultures and facilities before implementing the programme in other countries. Practical implications The authors’ contribution shows decision-makers how to effectively design disposal schemes to enhance citizens' sustainable behaviour. The authors demonstrate how the thoughtful and responsible use of marketing levers can affect environmental sustainability and impact social development. Social implications This paper has an actual impact on society by changing citizens’ behaviour, reducing harm to the environment and human well-being and supporting the inclusion of disadvantaged people in sustainability-oriented programmes. Originality/value The structured and equitable engagement of scholars with multiple stakeholders can lead to the co-creation of societal value and knowledge and improve the well-being of multiple stakeholders. The collaboration between academics and practitioners enables the definition of effective strategies by observing the actual behaviour of individuals (i.e. citizens) and offers a direct and measurable impact on society. The involvement of social","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"273 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135045177","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"All by myself: examining social media’s effect on social withdrawal and the mediating roles of moral disengagement and cyberaggression","authors":"Caroline S.L. Tan","doi":"10.1108/ejm-12-2022-0932","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0932","url":null,"abstract":"Purpose The purpose of this study is to examine how the constructs of false self, preference for online social interaction (POSI), compulsive internet use (CIU), and online disinhibition affect social withdrawal in a social media context. The mediating effects of moral disengagement and cyber aggression are also tested. Design/methodology/approach Data were collected using an online survey ( n = 533) from consumers in Japan. This study used structural equation modeling and PROCESS to examine the proposed relationships. Findings The study revealed that false self positively affects moral disengagement while online disinhibition positively affects cyber aggression and moral disengagement. Preference for online social interaction and compulsive internet use both positively impacts social withdrawal. Cyber aggression and moral disengagement were established mediators between false self/ Preference for online social interaction/ compulsive internet use/ online disinhibition and social withdrawal. Research limitations/implications Although restricted to cyberaggression, owing to the reciprocal relationship between cyber victimization and cyberaggression, cyber victimization can be included for further study. This study expands the understanding of social withdrawal within the context of social media. Practical implications Based on the findings, policies and programs that address mental health that build self-esteem, self-confidence and reduce anxiety ought to be undertaken. Managing and formulating guidelines on anonymity should also be taken into consideration. Originality/value This research demonstrates the crucial constructs that affect social media users negatively from the aspects of cyberaggression, moral disengagement and social withdrawal. It also establishes the importance of mental health in reducing adverse effects from social media.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135304073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A consumer perspective of AI certification – the current certification landscape, consumer approval and directions for future research","authors":"Myrthe Blösser, Andrea Weihrauch","doi":"10.1108/ejm-01-2023-0009","DOIUrl":"https://doi.org/10.1108/ejm-01-2023-0009","url":null,"abstract":"Purpose In spite of the merits of artificial intelligence (AI) in marketing and social media, harm to consumers has prompted calls for AI auditing/certification. Understanding consumers’ approval of AI certification entities is vital for its effectiveness and companies’ choice of certification. This study aims to generate important insights into the consumer perspective of AI certifications and stimulate future research. Design/methodology/approach A literature and status-quo-driven search of the AI certification landscape identifies entities and related concepts. This study empirically explores consumer approval of the most discussed entities in four AI decision domains using an online experiment and outline a research agenda for AI certification in marketing/social media. Findings Trust in AI certification is complex. The empirical findings show that consumers seem to approve more of non-profit entities than for-profit entities, with the government approving the most. Research limitations/implications The introduction of AI certification to marketing/social media contributes to work on consumer trust and AI acceptance and structures AI certification research from outside marketing to facilitate future research on AI certification for marketing/social media scholars. Practical implications For businesses, the authors provide a first insight into consumer preferences for AI-certifying entities, guiding the choice of which entity to use. For policymakers, this work guides their ongoing discussion on “who should certify AI” from a consumer perspective. Originality/value To the best of the authors’ knowledge, this work is the first to introduce the topic of AI certification to the marketing/social media literature, provide a novel guideline to scholars and offer the first set of empirical studies examining consumer approval of AI certifications.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135476947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Forms of falsified online reviews: the good, the bad, and the downright ugly","authors":"Dogá Istanbulluoglu, Lloyd C. Harris","doi":"10.1108/ejm-12-2022-0904","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0904","url":null,"abstract":"\u0000Purpose\u0000Falsified online reviews (FORs) are the published/viewable consumer-generated online content regarding a firm (or its representatives) or its services and goods that is, to some degree, untruthful or falsified. The purpose of this study is first to explore the nature of FORs, focusing on reviewers' interpretations and refections on falsity, intent, anonymity and the target of their FOR. Secondly, the authors examine the valence and veracity dimensions of FORs and introduce a typology to differentiate their variations.\u0000\u0000\u0000Design/methodology/approach\u0000using an exploratory research design, 48 interviews were conducted with participants who post online reviews on social media about their experiences with food and beverage serving outlets.\u0000\u0000\u0000Findings\u0000The results show four common forms of FORs on social media. These are reviews focused on equity equalizing, friendly flattery, opinionated opportunism and malicious profiteering.\u0000\u0000\u0000Research limitations/implications\u0000The authors provide exploratory and in-depth information via interviews, but do not analyse the content of FORs.\u0000\u0000\u0000Practical implications\u0000Firms should be aware of varieties of FORs and that these may not be limited to malicious content. This is important in terms of showing that in dealing with FORs, a one-size-fits-all approach will not work. FORs are not always entirely fabricated, and instead various levels of falseness are observed, ranging from slight alterations to complete fabrications.\u0000\u0000\u0000Originality/value\u0000Previous research explored how to identify and differentiate FORs from truthful ones, focusing on the reviews or how they are perceived by readers. However, comparatively little is known of the reviewers of FORs. Hence, this study focuses on reviewers and offers new insights into the nature of FORs by identifying and examining the main forms of FORs on social media.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44494354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"More than just a chat: a taxonomy of consumers’ relationships with conversational AI agents and their well-being implications","authors":"Amani Alabed, Ana Javornik, Diana Gregory-Smith, Rebecca Casey","doi":"10.1108/ejm-01-2023-0037","DOIUrl":"https://doi.org/10.1108/ejm-01-2023-0037","url":null,"abstract":"\u0000Purpose\u0000This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.\u0000\u0000\u0000Design/methodology/approach\u0000This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.\u0000\u0000\u0000Findings\u0000The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.\u0000\u0000\u0000Research limitations/implications\u0000Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.\u0000\u0000\u0000Practical implications\u0000This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a rang","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45450852","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}