The impact of lay beliefs about AI on adoption of algorithmic advice

Journal
Marketing Letters
ISSN
0923-0645
Type
forthcoming
Date Issued
2021
Author(s)
;
Kremmel, Dietmar
;
DOI
Abstract (De)
There is little research on how consumers decide whether they want to use algorithmic advice or not. In this research, we show that consumers’ lay beliefs about artificial intelligence (AI) serve as a heuristic cue to evaluate accuracy of algorithmic advice in different professional service domains. Three studies provide robust evidence that consumers who believe that AI is higher than human intelligence are more likely to adopt algorithmic advice. We also demonstrate that lay beliefs about AI only influence adoption of algorithmic advice when a decision task is perceived to be complex.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Official URL
URL
Subject(s)

business studies

Division(s)

ICI - Institute for C...

Eprints ID
264191
File(s)
Thumbnail Image
Name

s40685-020-00114-0

Size

245.25 KB

Format

HTML

Checksum (MD5)

878d02b6e5fef186552b420857902200

Thumbnail Image

open.access

Name

VonWalter2021_Article_TheImpactOfLayBeliefsAboutAIOn.pdf

Size

676.98 KB

Format

Adobe PDF

Checksum (MD5)

e7ca2d7d155da691801f271e3ee19958