Ghost in the Marketing Machine: Consumer Susceptibility to Exploitative Offerings From Humanlike Versus Machinelike Artificial Agents

Five studies show that consumers are more likely to accept unfair offers from AI (vs. human) transaction partners, due to reduced perceived exploitative intentions held by consumers regarding AI as compared to humans. We also show that this effect is further mediated by the degree of anthropomorphism of the AI.



Citation:

Aaron Garvey, Tae Woo Kim, and Adam Duhachek (2019) ,"Ghost in the Marketing Machine: Consumer Susceptibility to Exploitative Offerings From Humanlike Versus Machinelike Artificial Agents", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 352-358.

Authors

Aaron Garvey, University of Kentucky, USA
Tae Woo Kim, Indiana University, USA
Adam Duhachek, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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