When Virtual Influencers Cross Relational Boundaries: Expectancy Violation, Mind Perception, and Consumer Responses

This research examined consumer responses to human-like virtual influencers portrayed in relational roles alongside human characters and introduced the mind perception gap—the discrepancy between the mental capacities a relational role requires and those attributed to a VI—as a novel construct explaining consumer responses. Drawing on Expectancy Violation (EV) Theory and Mind Perception Theory, we investigated whether consumers experienced greater EV when viewing a VI as a sexual partner versus a friend, and whether the mind perception gap moderated this effect. Study 1 (N = 253) showed that the sexual role increased EV, with the effect moderated by the mind perception gap. EV reduced influencer attitude, which in turn positively influenced brand attitude and, subsequently, purchase intention. Study 2 (N = 478) tested AI transparency and generalized the findings to a utilitarian product category. EV remained the central mechanism driving consumer responses. AI transparency did not show any significance.