A new study has found that tailored messages communicated by online agents, both humans and chatbots, are more effective for achieving a positive response. The findings by University of Florida College of Journalism and Communications (UFCJC) alumna Sophia Mueller, Ph.D. 2023, former UFCJC dean of Graduate Studies and Research and current UF associate dean of Academic Affairs Tom Kelleher, and Kyoto (Japan) Sangyo University Associate Professor Yusuke Ibukin are featured in “U.S. and Japanese Consumer Attitudes Toward Tailored and Targeted Communication with Human and Chatbot Agents” published in the Journal of Interactive Advertising on Feb. 12.

According to the authors, “The study was designed to better understand consumer responses to targeted and tailored messages communicated by online agents, both humans and chatbots, [in the U.S. and in Japan.]”

They add, “Some of the results were predictable. For example, human agents were more effective than bots, and tailored communication was more effective than targeted communication with U.S. consumers. Other results were more surprising—Japanese consumers reported higher ratings on individualism than American consumers, and tailored messages were more effective than targeted messages with Japanese consumers in the same way they were with the U.S. participants.”

Posted: February 20, 2024
Category: AI at CJC News, Alumni News, College News
Tagged as: Advertising, Chatbots, Journal of Interactive Advertising, Sophia Mueller, Tom Kelleher