Technology as a Social Companion? An Exploration of Individual and Product-Related Factors of Anthropomorphism

From chatbots that simulate human conversation to cleaning robots with anthropomorphic appearance, humanlike designed technologies become increasingly present in our society. A growing strand of research focuses on psychological factors and motivations influencing anthropomorphism, that is, the attribution of human characteristics to non-human agents and objects. For example, studies have shown that feeling lonely can come along with attributing anthropomorphic qualities to objects; others imply that anthropomorphism might influence individuals' social needs in return. Such an interrelation could have great societal impact, if, for example, interacting with humanlike technology would reduce the need for interpersonal interaction. Yet, the interrelation between anthropomorphism and social needs has not been studied systematically and individual as well as situational preconditions of anthropomorphism have not been specified. The present research investigates the interrelation between anthropomorphism and social needs on the example of interacting with a smartphone and highlights possible preconditions by means of two experimental studies using a 2 x 2-between-subjects-design, varying social exclusion and anthropomorphism. Our first study (N = 159) showed an overall positive correlation between the willingness to socialize and perceived anthropomorphism. Our second study (N = 236) highlighted that this relationship is especially pronounced for individuals with a high tendency to anthropomorphize, given that the product supports a humanlike perception through its appearance and design cues. In sum, results support an interrelation between social needs and anthropomorphism but also stress individual and contextual strengthening factors. Limitations, theoretical, and practical implications are discussed.