Conferring Minds to Machines: a Deep Learning Approach to Mind Perception, Technology Attachment, and Trust

This research provides a novel approach to understand and model consumer smart-object relationships from customer reviews. We develop a state-of-the-art deep learning model to classify mind perception from unstructured text and demonstrate that the extent of mind perception successfully predicts consumers’ attachment to, trust in, and evaluation of smart objects.


Anouk Bergner, Jochen Hartmann, and Christian Hildebrand (2020) ,"Conferring Minds to Machines: a Deep Learning Approach to Mind Perception, Technology Attachment, and Trust", 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: 214-215.


Anouk Bergner, University of St. Gallen, Switzerland
Jochen Hartmann, University of Hamburg
Christian Hildebrand, University of Geneva, Switzerland


NA - Advances in Consumer Research Volume 48 | 2020

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