杂货店中的多种代理推广:代理的模式和变异性对客户记忆的影响
Takato Mizuho1,2, Yuki Okafuji1,3, Jun Baba1,3
1AI Lab, CyberAgent, Tokyo, Japan.
Frontiers in robotics and AI
|December 20, 2024
概括
广告中的社交机器人促进了销售,但广告内容的客户记忆仍然不清楚. 一项研究发现,与虚拟代理不同的是,当社交存在度高时,物理机器人可以增强回忆力.
科学领域:
- 人与计算机的交互
- 营销科学 营销科学
- 消费者心理学 消费者心理学
背景情况:
- 社交机器人越来越多地用于产品广告,先前的研究表明,临时销售建议有好处.
- 然而,社交机器人和虚拟代理对广告内容的客户记忆的影响尚不清楚.
研究的目的:
- 调查物理社交机器人和虚拟代理如何影响客户对广告产品信息的召回.
- 测试关于代理变异和社会态度对记忆表现的影响的假设.
主要方法:
- 一个实地研究是在杂货店环境中进行的.
- 参与者接触到由实体机器人或虚拟代理在不同商店地点提供的产品促销活动.
- 测量了客户对促销内容的回忆以及对代理商的社会态度.
主要成果:
- 在涉及物理机器人和虚拟代理的条件之间,以及单个与多种代理介绍之间,没有发现回忆的显著差异.
- 特别是在物理机器人条件下,观察到社交存在评级和召回性能之间的显著正相关性.
- 对于虚拟代理条件,没有观察到社交存在和回忆之间的这种相关性.
结论:
- 虽然社交机器人和虚拟代理在对一般回忆的影响上没有显著差异,但物理机器人的有效性可能与像社交存在这样的主观体验有关.
- 研究结果表明,代理人的体现和感知到的社会存在在广告内容的记忆形成中起着至关重要的作用.
- 这项研究为未来关于基于代理的产品推广研究提供了基础,强调了考虑记忆和社会因素的重要性.
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