Conference proceeding
Algorithms? Robots? Virtual Influencers?: How Algorithms in Different Forms Impact Consumer Decision Making in Service Contexts
Advances in Consumer Research, Vol.50, p669
01 Jan 2022
Abstract
Advances in artificial intelligence (AI) are revolutionizing the service industry. Machines, robots, and algorithms are taking over service jobs that are typically done by humans (e.g., customer service, retail, manufacturing). While these AI service providers are all based on the technology of AI and machine learning, the eventual form of AI (e.g., voice assistants, robot producers, virtual influencers) could substantially affect consumer decision making in different service contexts. The proposed session brings together four papers that answer two key questions: (1) how consumers perceive AI service providers of different forms? and (2) how these perceptions of AI service providers affect consumer decision-making? In the first paper, consumers form their perception of AI service providers based on their interaction with the provider, whereas in the other three papers people draw on their lay beliefs of AI (vs. human) to assess AI service providers. The authors find that robots (vs. human) producers are perceived to be lower in mental capacity and tend to deliver less extreme products. Consequently, unhealthy food is perceived to contain more calories if produced by humans (vs. robots). The producer effect is weaker for healthy food.
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Details
- Title
- Algorithms? Robots? Virtual Influencers?: How Algorithms in Different Forms Impact Consumer Decision Making in Service Contexts
- Creators
- Wenyan YinYanliu Huang
- Publication Details
- Advances in Consumer Research, Vol.50, p669
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991021841341904721