AI Chatbot Anthropomorphism and Consumer Decision-Making: A Dual-Pathway Calibration Model

Anthropomorphism has shown inconsistent effects on human judgment, yet the underlying cognitive mechanisms remain underspecified. This research develops and tests a Dual-Pathway Calibration Model (DPCM) integrating dual-process theory, construal level theory, metacognition theory, and regulatory focus theory to explain how anthropomorphic cues influence cognitive processing in human–artificial intelligence (AI) interaction. Three experiments (N = 832) manipulated anthropomorphism and cue inconsistency, examining metacognitive calibration, regulatory focus, and perceived autonomy as boundary conditions. Results revealed that anthropomorphism activates two parallel pathways: (1) a Social Closeness Pathway engaging System 1 processing through reduced psychological distance and enhanced affective trust (indirect effect = 0.18, 95% CI [0.13, 0.24]) and (2) a Cognitive Evaluation Pathway triggering System 2 processing through perceived uncertainty when cue inconsistency is present (ηp2 = 0.06). Metacognitive calibration moderated the AI-reliance–decision-quality relationship (β = 0.17, p = 0.007). Regulatory focus moderated pathway activation, with promotion focus strengthening Pathway A (ηp2 = 0.15) and prevention focus strengthening Pathway B (ηp2 = 0.05). Anthropomorphism exhibited an inverted U-shaped relationship with decision outcomes (quadratic b = −0.05, p = 0.001). These findings extend dual-process theory by specifying conditions triggering intuitive versus analytical processing of anthropomorphic agents, contribute to metacognition theory by demonstrating calibration as a critical determinant of AI-assisted judgment quality, and advance regulatory focus theory by showing motivational orientation shapes social cue processing from artificial agents.