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



Share Proceeding

Featured papers

See More

Featured

G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal

Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA

Read More

Featured

Consumer Perceptions of Environmental ‘Win-Wins’

Tamar Makov, Yale University, USA
George Newman, Yale University, USA

Read More

Featured

What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

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.