How Small Talk and Co-Viewing with AI Companions Boost Advertising Effectiveness and Persuasion: Chat, Watch, and Buy
研究通过两个实验发现，与语音AI伴侣闲聊并共同观看电视广告能增强陪伴感，延长互动时间可提升AI的人性化感知，减少对广告的负面态度，进而提高购买意愿。
This study examines how small talk and co-viewing television ads, with a voice-based AI companion (AIC), influence ad effectiveness and AI-driven persuasion. Study 1, a scenario-based experiment, provides initial evidence that co-viewing with an AIC evokes a sense of presence and shared experience comparable to watching alongside a human partner. Study 2, conducted in a living room-style laboratory, examines how the length of interaction moderates these effects. Emotional arousal was tracked via galvanic skin response (GSR). Results reveal that longer interactions with an AIC significantly increase perceptions of its humanness, reducing negative attitudes toward the advertisements, thereby increasing purchase intentions.