A Contingency Theory of Artificial Intelligence: Consumer Beliefs, Value Creation, and Resistance to Creative Ai

This paper examines the unexplored role of ‘creative AI’ by studying the perception of machine-generated ‘creative output’. It provides conceptual foundations on the notion of creative AI and demonstrate the consumer associations with AI along with the downstream consequences of creative AI for consumers’ perception of aesthetic quality and valuation.



Citation:

Anna Bouwer and Christian Hildebrand (2020) ,"A Contingency Theory of Artificial Intelligence: Consumer Beliefs, Value Creation, and Resistance to Creative Ai", 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: 1206-1206.

Authors

Anna Bouwer, University of St. Gallen, Switzerland
Christian Hildebrand, University of St. Gallen



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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