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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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