Purpose: With the continuous improvement of artificial intelligence (AI) technology, intelligent personal assistants (IPAs) based on AI have seen unprecedented growth. The present study investigates the effect of anthropomorphism on cognitive and emotional trust and the role of interpersonal attraction in the relationship between anthropomorphism and trust.Design/methodology/approach: A structural equation modeling technique with a sample of 263 consumers was used to analyze the data and test the conceptual model.Findings: The findings illustrate that the anthropomorphism of IPAs did not directly induce trust. Anthropomorphism led users to assign greater social attraction and task attraction to IPAs, which in turn reinforced cognitive or emotional trust in these assistants. Compared with task attraction, social attraction was more powerful in strengthening both cognitive trust and emotional trust. The present study broadens the current knowledge about interpersonal attraction and its role in AI usage by examining two types of interpersonal attraction of IPAs.Originality/value: As trust plays an important role in the rapid development of human–computer interaction, it is imperative to understand how consumers perceive these intelligent agents and build or improve trust. Prior studies focused on the impact of anthropomorphism on overall trust in AI, and its underlying mechanism was underexplored. The findings can help marketers and designers better understand how to enhance users' trust in their anthropomorphic products, especially by increasing social interactive elements or promoting communication.

This study investigates the specific pathways through which mindfulness influences task performance, focusing on the sequential mediating roles of psychological resilience, customer-oriented behavior, and deep acting. Structural equation modeling is used to analyze data collected from 359 employees in the service industry in Korea. The results confirm that mindfulness has a significant direct and indirect relationship with task performance. Improved resilience through mindfulness can be the basis for fostering customer-oriented behavior and deep acting, which sequentially enhance task performance. This study provides a comprehensive understanding of how mindfulness leads to improvements in task performance and highlights the significance of mindfulness for both customers and service employees. It also expands the existing knowledge of mindfulness by empirically integrating resilience, customer-oriented behavior, and deep acting, which have not been extensively studied in mindfulness research. The findings have practical implications from a managerial perspective, emphasizing the importance of mindfulness resources in the workplace.

Purpose: This study investigated the anthropomorphism of the pandemic virus and its downstream effects by examining how warnings trigger viewers' risk perceptions and motivate them to pursue protection.Design/methodology/approach: Three experiments were conducted. The first was a two-part (virus: anthropomorphic vs non-anthropomorphic) between-subject design that measured the participants' risk perception and compliance intention. The second experiment used a three-part (cuteness: cute vs non-cute vs control) between-subjects design. The third experiment used a three-part (cuteness: cute vs non-cute vs control) by two-part (aggressive guidance: present vs absent) between-subject design.Findings: Anthropomorphism of the virus increased risk perception, thus influencing protective behavior and the effectiveness of warning signs, but only when the message was not perceived as cute. Aggressive messages and cute images of baby schemata enhanced compliance intention to warning guidelines.Practical implications: The results provide a theoretical basis for studying the effectiveness of anthropomorphized warning signs and suggest implications for the impact of anthropomorphism on risk communication and compliance.Originality/value: This study highlights that cuteness, often accompanied by anthropomorphism, may evoke inferences that reduce the effect of risk communication to induce compliance intention. Furthermore, the authors discovered that a more persuasive message appeals to mitigate the maladaptive responses to cute warnings.