How human-like chatbots turn social exclusion into connection?

Picture this: April, a young professional, experienced a frustrating day at work. During a crucial team meeting, she offered a suggestion that went unnoticed. When she attempted to contribute again, her colleagues dismissed her and moved on. Feeling sidelined and disheartened, she returned home, contemplating whether to buy the sneakers she’d been considering.

A pop-up message appeared as she browsed the online store: “Hey there, I’m Nick, your personal assistant! How can I help you today?” Startled by the chatbot’s friendly and engaging tone, April decided to interact. Before long, she found herself not only browsing for shoes but also engaging in a lively exchange with “Nick,” sharing preferences and even laughing at the gifs and emojis the bot sent.

Social rejection and exclusion can be difficult to overcome, but could a friendly chatbot help ease those feelings? Moreover, could such interactions influence how customers engage with a brand? Users who interacted with the human-like chatbot reported a stronger sense of belonging and control and were more inclined to engage with the brand.

Xiaofeng Jia

Can a chatbot really make you feel better?

It’s not what one would typically expect from a routine online shopping experience. Yet, recent research delves into whether human-like chatbots can affect individuals feeling socially excluded. In an increasingly disconnected world, the study examined whether digital tools, such as chatbots, could offer a sense of connection despite their artificial nature. Social rejection and exclusion can be difficult to overcome, but could a friendly chatbot help ease those feelings? Moreover, could such interactions influence how customers engage with a brand?

The experiment: Testing a chatbot’s “human” powers

An experiment involving over 600 participants was conducted to explore this concept. Each participant experienced one of three scenarios: being ignored, rejected, or not excluded, before engaging with a chatbot. Some interacted with a chatbot that displayed human-like qualities, including a name, friendly greetings, and frequent use of emojis. When participants exhibited signs of distress, the chatbot responded with comforting and supportive messages. Others engaged with a basic bot that provided information.

The findings revealed that those who interacted with the human-like chatbot reported a stronger sense of belonging and control and were more inclined to engage with the brand. Even those who had felt excluded before the interaction reported feeling less negative and more connected after conversing with the more personable chatbot.

The science behind it: Why chatbots work

Why do “friendly” chatbots resonate strongly with individuals who feel left out or ignored? It goes beyond a simple exchange of words. When a chatbot exhibits human-like characteristics, users experience two key psychological effects: a sense of belonging and a sense of control.

Belonging refers to feeling accepted and valued within a group. When socially excluded individuals engage with a chatbot that mimics human interaction, they perceive it as a chance to restore their missing connection. Meanwhile, the sense of control relates to feeling empowered and able to influence one’s surroundings, something often diminished in those feeling ignored or marginalised.

These two factors significantly enhance customers’ emotional experiences, fostering positive feelings towards the brand. This makes users more likely to engage further, whether by purchasing or recommending the brand to others. By addressing these psychological needs, human-like chatbots act as customer service tools and as a digital bridge from exclusion to reconnection.

This effect also ties into parasocial interaction, where individuals feel like they are engaging with a familiar media figure, much like the bond people develop with characters in television shows. In this context, the chatbot becomes a stand-in for a human companion, offering social support and alleviating feelings of isolation.

The study revealed that these positive interactions benefit businesses as well. Participants who felt a stronger connection with the chatbot were likelier to trust the company and consider a purchase. This shows that chatbots are not merely technological novelties—they can have a tangible impact on consumer emotions and decision-making.

A new era for customer service: Empathy in digital interactions

As businesses increasingly integrate AI into customer service, human-like chatbots are emerging as essential tools for building emotional customer connections. These chatbots address customers’ psychological needs, transforming what could have been a routine interaction into a more engaging experience.

The implications of these findings are particularly significant for businesses and marketers. Incorporating human-like features into chatbot design goes beyond aesthetics—it’s about creating genuine connections. Businesses can leverage these insights in several ways:

1. Add a personal touch: Incorporate names, warm greetings, and visual elements like emojis to make the chatbot feel more relatable and personable.
2. Encourage conversations, not just transactions: Use chatbots to engage customers in friendly, light-hearted conversations rather than solely focusing on driving sales. This approach is particularly effective when customers may feel uncertain or isolated.
3. Build trust gradually: While trust takes time, friendly and responsive chatbots can lay the foundation for lasting customer relationships. Ensure the bot is empathetic and proactive in meeting users’ needs.

By adopting these strategies, businesses can transform chatbot interactions into meaningful customer engagement that fosters loyalty and trust.

Final thoughts: The future of customer experience

In the digital transformation era, companies that thrive will be those that understand chatbots serve a dual purpose: efficient problem-solving and representing a touch of human warmth. Businesses can boost customer satisfaction by investing in chatbot design that focuses on empathy and engagement while enhancing their brand’s emotional appeal.

The next time a chatbot greets you with a friendly “Hello,” it’s not just another digital tool at work. It could be the gateway to building lasting and meaningful connections with customers.

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Journal reference
Jia, X., Zhao, X., Tao, W., & Ahn, S. (2024). From Exclusion to Connection: The Role of Anthropomorphic Chatbots in Shaping Customer Responses Post-Social Exclusion. Journal of Internet commerce, 23(3), 205-232. https://doi.org/10.1080/15332861.2024.2375965