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



Share Proceeding

Featured papers

See More

Featured

H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products

yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China

Read More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.