Social and Behavioral Sciences Commons^™

Agency And Emotion In Interactions With Technological Representatives Of Organizations, Daniel Burton Shank

Psychological Science Faculty Research & Creative Works

Technology often displaces humans in organizations as a representative to customers. How does the use of computer technology instead of humans to represent an organization change customers’ feelings and behavior toward that organization? Drawing on attribution theory and the affect theory of social exchange, I argue that the customers’ perception of agency of the computer or human representative is the primary mechanism through which customers respond differently. I theorize that agency not only mediates the computer-to-emotion and computer-to-patronage relations but also alters whether the organization or its representative is the primary target of the emotions and patronage. My central argument …