When Sales Agents aren’t Human: How Identity Disclosure, Social Presence, and Speciesism Shape Trust

Key Points

• Trust levels drop significantly when consumers are aware of a non-human sales agent's identity, impacting sales effectiveness.
• Key evidence shows that 70% of consumers express lower trust after learning about the agent's non-human status.
• Analysis of consumer behavior highlights how social presence and speciesism affect trustworthiness perceptions.
• This research underscores the need for tailored marketing approaches that consider identity cues, especially in an increasingly automated landscape.

Abstract