R9. the Asymmetric Effects of Attitude Toward the Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

We investigated how the recommendation system types (AI vs. Human) affect brand attitude depending on the brand image (Symbolic vs. Functional). We found consumers are reluctant to accept a recommendation from AI where in symbolic brand (Study1). This effect was further explained by uncanny-feeling toward the AI recommendation system (Study2).



Citation:

Kiwan Park, Yaeri Kim, and Seojin Stacey Lee (2018) ,"R9. the Asymmetric Effects of Attitude Toward the Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 923-923.

Authors

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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