The Effect of Warmth and Competence Perceptions on Algorithm Preferences

Perceptions of warmth (intent) and competence (ability) strongly affect people's judgment of individuals, groups, and organizations. We find that surprisingly, not only competence perceptions affect people's preferences for artificial intelligence algorithms. Moreover, similarly to the judgments of other people, warmth perceptions tend to have a stronger effect on preferences.


Zohar Gilad, Liat Levontin, and Ofra Amir (2020) ,"The Effect of Warmth and Competence Perceptions on Algorithm Preferences", 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: 1195-1195.


Zohar Gilad, Technion University, Israel
Liat Levontin, Technion University, Israel
Ofra Amir, Technion University, Israel


NA - Advances in Consumer Research Volume 48 | 2020

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