14D Ok Google, I’Ll Take It From Here: the Influence of Artificial Intelligence on Consumer Information Search
Two experiments demonstrate that AI (versus human) recommendations are more likely to elicit greater doubt, and subsequently heighten the desire for additional information and second opinions. This effect is linked to consumers’ desire to understand the basis of AI’s recommendations and is independent of source perceptions (e.g., expertise, credibility, collaboration).
Citation:
Bryan Buechner, Daniel M Grossman, and Joshua J. Clarkson (2019) ,"14D Ok Google, I’Ll Take It From Here: the Influence of Artificial Intelligence on Consumer Information Search", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 961-961.
Authors
Bryan Buechner, University of Cincinnati, USA
Daniel M Grossman, University of Cincinnati, USA
Joshua J. Clarkson, University of Cincinnati, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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