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).
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.
Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA
NA - Advances in Consumer Research Volume 46 | 2018
H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA
Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism
Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands
Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior
Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore