Consumers’ Trust in Algorithms
We explore when and why consumers trust algorithms more than humans. We find that trust in algorithms depends on the objectiveness and consequentialness of the task and the perceived threat that algorithms pose to human distinctiveness. We develop interventions to increase trust and use of algorithms when they outperform humans.
Noah Castelo, Maarten Bos, and Donald Lehmann (2018) ,"Consumers’ Trust in Algorithms", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 63-67.
Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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