Thumbs Up Or Down: Consumer Reactions to Decisions By Algorithms Versus Humans

Companies are increasingly adopting algorithms to make decisions that affect their customers. Across seven studies, we show that customers react to algorithms and humans differently depending on the valence of outcome (favorable vs. unfavorable). Furthermore, we demonstrate that this effect is driven by a shift in perceptions of different decision-makers.



Citation:

Gizem Yalcin, Sarah Lim, Stijn M. J. van Osselaer, and Stefano Puntoni (2020) ,"Thumbs Up Or Down: Consumer Reactions to Decisions By Algorithms Versus Humans", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1155-1159.

Authors

Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Sarah Lim, Cornell University, USA
Stijn M. J. van Osselaer, Cornell University, USA
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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