14J When Humanization Backfires: Consumer Preference For Algorithmic Product Curation

Though algorithms drive much of the decision-making behind curation services, firms often fear that consumers will react negatively to this knowledge. However, we find that consumers exhibit a preference for algorithmic over human curators, due to the belief that algorithms are better able to make complex decisions.



Citation:

Jessica Babin, Rosanna Smith, and John Hulland (2019) ,"14J When Humanization Backfires: Consumer Preference For Algorithmic Product Curation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 958-958.

Authors

Jessica Babin, University of Georgia, USA
Rosanna Smith, University of Georgia, USA
John Hulland, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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