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Keywords: Brand avoidance
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Journal Articles
When chatbots cause trouble: how agent type and conversation style shape consumer responses to service failures
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Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (12): 2788–2839.
Published: 12 November 2025
... avoidance when they encountered a service failure by a virtual agent than by a human agent. This effect was particularly pronounced for failure involving non-anthropomorphic chatbots, as compared to anthropomorphic ones. Furthermore, brand avoidance was exacerbated for high-critical services. Notably...
