30% Human Is Better Than 10% Human: Consumers’ Sensitivity to Human Versus Machine Involvement in Production

Prior research shows that people prefer human-made to machine-made products but has not investigated preferences for products made with more vs. less human involvement. Using a newly developed paradigm, we find that consumer preferences for products decrease as less human labor is involved and that this decrease is linear.



Citation:

Almira Abilova, Gizem Yalcin, and Stefano Puntoni (2020) ,"30% Human Is Better Than 10% Human: Consumers’ Sensitivity to Human Versus Machine Involvement in Production", 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: 1215-1215.

Authors

Almira Abilova, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA

Read More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

C5. Krabby Patties, Kelp Chips, or KitKats?: Exploring the Depictions of Food Featured in Children’s Television Shows  

Kathy Tian, University of Illinois at Urbana-Champaign, USA
Regina Ahn, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

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.