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



Share Proceeding

Featured papers

See More

Featured

Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists

Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection

Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Featured

Data-Driven Computational Brand Perception

Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, 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.