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



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