Bargaining With Algorithm: How Consumers Respond to the Offer Proposed By Algorithms Versus Human

This research examines consumers’ reactions when the algorithms become the formal counterparty and opponent to human decisions in the context of human-algorithm negotiations. We find that compared with negotiating with humans, consumers adjust their counteroffer less and consequently make more conciliatory counteroffers when they are bargaining with algorithms.



Citation:

Zhengyu Shen and Liyin Jin (2020) ,"Bargaining With Algorithm: How Consumers Respond to the Offer Proposed By Algorithms Versus Human", 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: 685-686.

Authors

Zhengyu Shen, Fudan University, China
Liyin Jin, Fudan University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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