Automation and Identity

Eugina Leung, Erasmus University Rotterdam, The Netherlands
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Automation (such as food processors or GPS) is an increasingly prevalent phenomenon in the marketplace. Although automation improves the efficiency of product experiences, we show across various studies that it might be detrimental for identity-based consumption because it reduces consumers’ opportunity to attribute the outcome of product experiences to themselves.
[ to cite ]:
Eugina Leung, Gabriele Paolacci, and Stefano Puntoni (2017) ,"Automation and Identity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 164-169.