Anthropomorphic language in online forums about Roomba, AIBO and the iPad

What encourages people to refer to a robot as if it was a living being? Is it because of the robot´s humanoid or animal-like shape, its movements or rather the kind of interaction it enables? We aim to investigate robots´ characteristics that lead people to anthropomorphize it by comparing different kinds of robotic devices and contrasting it to an interactive technology. We addressed this question by comparing anthropomorphic language in online forums about the Roomba robotic vacuum cleaner, the AIBO robotic dog, and the iPad tablet computer. A content analysis of 750 postings was carried out. We expected to find the highest amount of anthropomorphism in the AIBO forum but were not sure about how far people referred to Roomba or the iPad as a lifelike artifact. Findings suggest that people anthropomorphize their robotic dog significantly more than their Roomba or iPad, across different topics of forum posts. Further, the topic of the post had a significant impact on anthropomorphic language.