Algorithm Attraction Versus Aversion: Perceived Expertise Influences Consumers’ Reactions to Recommendations Generated By an Algorithm (Vs . Expert)

Nowadays algorithms are used to generate recommendations in numerous areas, including ones that are pure matter of taste. Across four studies, we demonstrate that consumers value the same recommendation differently depending on the framing of its source—an algorithm versus human expert—and their own perceived level of expertise.



Citation:

Gizem Yalcin, Anne-Kathrin Klesse, and Darren W. Dahl (2018) ,"Algorithm Attraction Versus Aversion: Perceived Expertise Influences Consumers’ Reactions to Recommendations Generated By an Algorithm (Vs . Expert)", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 290-290.

Authors

Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren W. Dahl, University of British Columbia, Canada



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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