{"title":"Using artificial intelligence (AI) to enhance customer experience and to develop strategic marketing: An integrative synthesis","authors":"Jean-Michel Sahut , Michel Laroche","doi":"10.1016/j.chb.2025.108684","DOIUrl":"10.1016/j.chb.2025.108684","url":null,"abstract":"<div><div>Artificial intelligence (AI) has emerged as a transformative force in both customer service and strategic marketing, enabling highly personalized interactions, innovative service recovery mechanisms, and dynamic communication strategies. This article synthesizes eleven empirically grounded studies that examine the multifaceted applications of AI across diverse settings, including service recovery, personalization, disclosure, authenticity, parasocial interactions, and chatbot implementations. By drawing on these contributions, this article proposes an integrative framework that elucidates the mechanisms by which AI shapes consumer behavior, addresses the balance between technological efficiency and human-like engagement, and confronts challenges associated with transparency, trust, and ethics. The findings advance theoretical understanding and offer practical recommendations to companies seeking to leverage AI as a strategic marketing tool. Future research directions and methodological challenges are discussed in depth.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"170 ","pages":"Article 108684"},"PeriodicalIF":9.0,"publicationDate":"2025-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144146787","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Michael Puntiroli , Giovanni Pino , Valéry Bezençon , Linda Lemarie
{"title":"Not my responsibility: The framing of autonomous systems impacts sustainable choices","authors":"Michael Puntiroli , Giovanni Pino , Valéry Bezençon , Linda Lemarie","doi":"10.1016/j.chb.2025.108685","DOIUrl":"10.1016/j.chb.2025.108685","url":null,"abstract":"<div><div>Autonomous systems, such as autonomous lawnmowers, cars, and drones, are known to reduce users' sense of responsibility towards the tasks these systems carry out. However, no research to date has examined whether a reduced sense of responsibility may affect the sustainable choices users make when presented with such systems. We seek to investigate whether the framing of autonomous systems, meaning how the key characteristics of such systems are communicated to the user, can affect the user's sense of responsibility and in turn their sustainable product choices. Across three studies, we show that when autonomous systems are presented with an \"autonomy frame”, emphasizing their ability to handle tasks on the user's behalf, users feel a diminished sense of responsibility for the system's environmental impact. Crucially, we see that such a reduction in responsibility leads to a preference for less sustainable versions of the system (Studies 1 & 2). Instead, when employing an \"energy efficiency frame”, highlighting the system's ability to optimally manage energy consumption, users still feel a reduced sense of responsibility and yet they make more sustainable product choices, due to the activation of a prosocial focus (Study 3). This mechanism behind the energy efficiency frame's success offers a solution to counteract the negative effects observed when autonomous systems are given an autonomy frame.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"170 ","pages":"Article 108685"},"PeriodicalIF":9.0,"publicationDate":"2025-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143934906","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brainwaves on battlegrounds: Preliminary insights into EEG, white matter microstructure, and StarCraft II performance","authors":"Weronika Nieciecka , Paulina Lewandowska , Stanisław Adamczyk , Alicja Anna Binkowska , Aneta Brzezicka , Patryk Szczeciński , Natalia Jakubowska","doi":"10.1016/j.chb.2025.108689","DOIUrl":"10.1016/j.chb.2025.108689","url":null,"abstract":"<div><div>This study examines neural and cognitive correlates of visual search skills in the real-time strategy game StarCraft II. Specifically, we explore the relationship between fractional anisotropy (FA), event-related potentials (ERPs) and in-game performance. We used EEG recordings to measure the N2pc component, associated with visual attention, during a visual search (VS) task and collected structural neuroimaging data to assess white matter microstructure. Our analysis revealed that lower N2pc amplitudes during inefficient search correlated with better in-game VS-related performance, suggesting that more efficient neural processing supports success in complex gaming environments. Furthermore, we found that greater FA in the right anterior limb of the internal capsule (rALIC) and the left external capsule (lEC) is associated with superior in-game visual search performance, highlighting an interplay between brain structure and function in developing visual search skills and gaming proficiency. Our results suggest that action video games provide a suitable environment for studying neural mechanisms underlying complex cognitive processes.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"170 ","pages":"Article 108689"},"PeriodicalIF":9.0,"publicationDate":"2025-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143906545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Toward accurate psychological simulations: Investigating LLMs’ responses to personality and cultural variables","authors":"Chihao Li , Yue Qi","doi":"10.1016/j.chb.2025.108687","DOIUrl":"10.1016/j.chb.2025.108687","url":null,"abstract":"<div><div>Large language models (LLMs) have demonstrated complex language comprehension, making them potential tools for psychological research. However, challenges remain in assessing their psychological properties, particularly regarding prompt design, comparison with human data, and the ability to simulate real-world psychological differences across cultural groups. This study investigates how LLMs respond to personality assessments and cultural variables, addressing gaps in previous research.</div><div>In three studies, we explored the impact of model parameters and prompt variations on LLM responses to personality tests. Study 1 examined how temperature, model type, and prompt templates influenced LLM responses, revealing that while temperature settings had minimal impact, prompt variations led to significant differences. Study 2 compared LLMs' self-report personality scores with human data (N = 18,192–49,159), finding that LLMs scored higher in positive traits (e.g., extroversion) and lower in negative traits (e.g., psychopathy), reflecting their training biases. Study 3 tested LLMs’ ability to simulate cultural differences by assessing virtual subjects from China and the USA. While significant differences were observed between the groups, both demonstrated East Asian self-construal patterns, indicating limitations in simulating authentic cultural psychological differences.</div><div>These findings highlight the influence of prompt design on LLM responses, the divergence between LLM and human personality profiles, and the difficulty of simulating accurate cultural psychological differences. These results underscore the need for more refined methodologies in psychological simulations using LLMs and suggest that current models struggle to represent diverse human psychological traits accurately.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"170 ","pages":"Article 108687"},"PeriodicalIF":9.0,"publicationDate":"2025-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143894350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Yun Li , Qingwei Chen , Meiheng He , Siyu Li , Yuping Chen , Taotao Ru , Guofu Zhou
{"title":"Corrigendum to ‘Investigation of bi-directional relations between pre-sleep electronic media use and sleep: A seven-day diary study’ [Computers in Human Behavior, 161 (2024) 108423]","authors":"Yun Li , Qingwei Chen , Meiheng He , Siyu Li , Yuping Chen , Taotao Ru , Guofu Zhou","doi":"10.1016/j.chb.2025.108679","DOIUrl":"10.1016/j.chb.2025.108679","url":null,"abstract":"","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"169 ","pages":"Article 108679"},"PeriodicalIF":9.0,"publicationDate":"2025-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143912647","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"How digital technology can steal your time","authors":"Vanda Černohorská , Christine Schoetensack , Tereza Klegr , Joanna Witowska , Katarzyna Goncikowska , Georgina Giner-Domínguez , Julie Papastamatelou , Sébastien Chappuis , Mónica Fernández Boente , Quentin Meteier , Marc Wittmann , Nuria Codina , José Vicente Pestana , Rafael Valenzuela , Chantal Martin-Söelch , Ruth Ogden","doi":"10.1016/j.chb.2025.108680","DOIUrl":"10.1016/j.chb.2025.108680","url":null,"abstract":"<div><div>Digital devices are marketed as tools to improve efficiency and save time, however their use is also often associated with time pressure, time poverty and reduced wellbeing. Precisely how and why digital technologies reduce the availability of time is largely unknown. This study sought to explore the ways in which people experience a loss of time as a result of digital technology use. Semi-structured interviews were conducted with 300 people from Spain, Poland, Czechia, Germany, Switzerland and the United Kingdom. Thematic analysis of the interview data revealed that digital technology use impacted the way in which time was used, monitored and evaluated. Participants associated digital technology use with a loss of time, a desire to fill all time, a propensity to forget time and, as a result, a desire to gain greater control of time. As a result, the experience of loss of time to digital technology was associated with feelings of guilt, shame and a lack of self-control. The findings suggest that a combination of structural factors, including imperfect algorithm content provision and ease of device use, and attitudinal factors, including the belief that digital time was inauthentic, unintellectual or “bad for you”, lead to the perception of time loss through digital device use. Improvements in algorithmic content generation and greater acceptance of the benefits of time on digital media may help reduce the sense that time is lost to digital technology, and the associated feelings of guilt and loss of control.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"169 ","pages":"Article 108680"},"PeriodicalIF":9.0,"publicationDate":"2025-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143877176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Effects of a computer's human likeness on disclosure in psychosocial assessments: A randomised trial","authors":"Tingting Zhu, Elizabeth Broadbent","doi":"10.1016/j.chb.2025.108683","DOIUrl":"10.1016/j.chb.2025.108683","url":null,"abstract":"<div><div>Highly realistic embodied conversational agents (virtual humans) are starting to be used in healthcare, yet we know little about how their human likeness affects self-disclosure compared to other digital assessment methods. This research aimed to investigate the effects of a computer's human likeness on disclosure during a psychosocial assessment. 160 participants (mean age 24 years, 117 females, 42 males, 1 gender diverse) were randomized to receive a psychosocial interview from a realistic virtual human, a text chatbot, or an online questionnaire. The assessment comprised 18 close-ended items and six open-ended questions on diet, exercise, sexual practices, substance use, recent emotional experiences and loneliness. Socially desirable responding and unwillingness to respond were identified from answers, amount of disclosure was assessed from word count, and perceived anthropomorphism was assessed using self-report. Results demonstrated that for sensitive questions, there was higher socially desirable responding in the virtual human group as shown by significantly lower loneliness scores and higher rates of declining to answer a question compared to the other groups. For non-sensitive questions, socially desirable responding and proportion of declined answers did not differ by group. Participants in the virtual human group used more words when reporting stressful events and positive emotional experiences. Thematic analysis showed people felt rapport with both the virtual human and chatbot, but some felt social evaluative pressure with the virtual human. This supports theories that as human likeness cues increase, humans treat robots more socially. These findings should be considered when humanlike technologies are used clinically.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"169 ","pages":"Article 108683"},"PeriodicalIF":9.0,"publicationDate":"2025-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143892259","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Bu Zhong , Yunya Song , Guangchao Charles Feng , Jingyuan Shi , Yuner Zhu , Lola Xie , Wanhui April Zhou , Sinan Yu , Yajing Lu , Ying Qin , Zuquan Xiong
{"title":"AI imaginaries shape technological identity and digital futures","authors":"Bu Zhong , Yunya Song , Guangchao Charles Feng , Jingyuan Shi , Yuner Zhu , Lola Xie , Wanhui April Zhou , Sinan Yu , Yajing Lu , Ying Qin , Zuquan Xiong","doi":"10.1016/j.chb.2025.108682","DOIUrl":"10.1016/j.chb.2025.108682","url":null,"abstract":"<div><div>Artificial intelligence (AI) has evolved to become a transformative driver across various societal sectors, influencing our perception of shared digital futures. Central to this transformation are AI imaginaries – collective visions, beliefs, symbols, and expectations that individuals and communities hold about AI and its potential outcomes. AI imaginaries not only reflect societal hopes and concerns, but also actively shape the trajectory of AI development, integration, and governance. Drawing insights from theories of social identity, identity infusion and sociotechnical imaginaries, we propose the AI Imaginary Model as a conceptual framework examining their influence on user technological identity and shared digital futures. By exploring the interplay between AI imaginaries and sociotechnical systems, we highlight the role of these imaginaries in molding public attitudes, driving policy decisions, and fostering innovation. Recognizing the spectrum of AI imaginaries, from utopian to dystopian, we emphasize the need for a critical and balanced discourse to navigate the complex landscape of AI imaginaries. Our analysis should contribute to a deeper understanding of how AI imaginaries may empower or hinder users, shaping their technological identities and broader visions of digital futures. Finally, we call for increased scholarly focus on AI imaginaries to guide responsible technology stewardship and ensure that AI's development aligns with our shared values and collective well-being.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"169 ","pages":"Article 108682"},"PeriodicalIF":9.0,"publicationDate":"2025-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143877177","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Min Zhou , Shuwei Yu , Chuting Zhou , Nan Kong , Kathryn S. Campy
{"title":"Navigating the future: A longitudinal exploration of public acceptance of autonomous taxis from initial trials to stepwise habituation","authors":"Min Zhou , Shuwei Yu , Chuting Zhou , Nan Kong , Kathryn S. Campy","doi":"10.1016/j.chb.2025.108678","DOIUrl":"10.1016/j.chb.2025.108678","url":null,"abstract":"<div><div>The integration of autonomous taxis (ATs) into urban mobility systems faces persistent public acceptance barriers despite rapid technological progress, particularly in emerging economies spearheading smart city transitions. This study addresses this gap through a two-phase longitudinal analysis involving 868 participants across six Chinese megacities designated as national pilot zones for the deployment of AT. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), we incorporate dimensions of human-robot interaction (HRI) and technology anxiety (TA) to address the under-specification of socio-technical barriers in shared autonomous mobility. Structural equation modeling revealed that performance expectancy (β = 0.24), social influence (β = 0.28), and HRI (β = 0.33) were the strongest drivers of behavioral intention, while TA significantly inhibited adoption (β = −0.21). Crucially, HRI mitigated TA effects over time, demonstrating its anxiety-reduction role, a novel theoretical contribution to UTAUT in autonomous mobility contexts. Demographic moderation analysis highlighted that urban male aged 18–30 with bachelor's degrees exhibited stronger HRI effects than rural females over 50, underscoring socioeconomic disparities in acceptance trajectories. This study advances UTAUT by demonstrating how HRI mitigates anxiety in shared autonomous systems, a novel contribution to mobility acceptance research. These insights equip policymakers and manufacturers with phase-specific strategies to accelerate AT integration into urban ecosystems.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"169 ","pages":"Article 108678"},"PeriodicalIF":9.0,"publicationDate":"2025-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143886150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The impact of different types of self-regulation scaffolds on learning science with hypermedia","authors":"Alenka Gril , Anja Podlesek , Luka Komidar , Alenka Kavčič , Katja Depolli Steiner , Sonja Pečjak , Tina Pirc , Melita Puklek Levpušček , Bojana Boh Podgornik , Aleš Hladnik , Ciril Bohak , Matevž Pesek , Žiga Lesar , Matija Marolt , Cirila Peklaj","doi":"10.1016/j.chb.2025.108670","DOIUrl":"10.1016/j.chb.2025.108670","url":null,"abstract":"<div><div>Effective use of scaffolds in hypermedia should support students' self-regulated learning while considering their individual differences. Metacognitive and cognitive scaffolds, but not motivational scaffolds, have been extensively researched. There is no clear evidence that using only one type of scaffold is more effective than combining different types. The aim of this study was to determine if the use of different types of scaffolds and their combination in hypermedia predicts learning achievement over and above individual student differences. In the first phase of our quasi-experimental study, 443 ninth graders learned about visual perception in hypermedia. We measured their individual characteristics (grade point average [GPA], intelligence [IQ], learning time, and the number of learning strategies used) and their learning achievement and divided them into six comparable groups. In the second phase, the groups learned about olfactory perception using different scaffolds embedded in hypermedia: 6 cognitive, 6 metacognitive, 6 motivational, all 18 scaffolds together, a selected subset of 6 mixed scaffolds, and no scaffolds. We administered a pre-test and a post-test to assess what students learned, and collected data on students’ note-taking, self-reported use of learning strategies, and interest in the topic. Hierarchical regression analysis of data from 288 students revealed that students with a higher GPA, specific prior knowledge and interest in the topic, and those who used more self-regulation strategies learned more. Scaffolds did not significantly contribute to the prediction of learning outcomes. Implications for the research design of studies investigating the effects of learning scaffolds in hypermedia are discussed.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"169 ","pages":"Article 108670"},"PeriodicalIF":9.0,"publicationDate":"2025-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143868204","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}