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Erschienen in:
2016 | OriginalPaper | Buchkapitel
This Is Sensitive, Let Me Talk to an Avatar: A Structured Abstract
verfasst von : Catherine A. Roster, Matthew D. Pickard, Yixing Chen
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
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Abstract
Opportunities exist for marketers and other business researchers to connect one-on-one with consumers using avatar interviewers that may facilitate disclosure of sensitive and personal information, without the costs of personal interviewers. This research reports findings from an exploratory study designed to reveal factors that facilitate greater levels of self-disclosure for sensitive interview topics for human versus avatar interviewers. Results reveal conditions in which computer-generated avatars can increase self-disclosure for sensitive topics in personal interview situations as an alternative to costly data collection conducted by human interviewers.