ArticleBehavioral sciences (Basel, Switzerland)2026
AI Chatbot Anthropomorphism and Consumer Decision-Making: A Dual-Pathway Calibration Model.
Article in Behavioral sciences (Basel, Switzerland), 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Anthropomorphism has shown inconsistent effects on human judgment, yet the underlying cognitive mechanisms remain underspecified. This research develops and tests a Dual-Pathway Calibration Model (DPCM) integrating dual-process theory, construal level theory, metacognition theory, and regulatory focus theory to explain how anthropomorphic cues influence cognitive processing in human-artificial intelligence (AI) interaction. Three experiments (N = 832) manipulated anthropomorphism and cue inconsistency, examining metacognitive calibration, regulatory focus, and perceived autonomy as boundary conditions. Results revealed that anthropomorphism activates two parallel pathways: (1) a Social Closeness Pathway engaging System 1 processing through reduced psychological distance and enhanced affective trust (indirect effect = 0.18, 95% CI [0.13, 0.24]) and (2) a Cognitive Evaluation Pathway triggering System 2 processing through perceived uncertainty when cue inconsistency is present (ηp
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