Inner Values Also Count: Algorithm Types Drive Consumer Adoption of Robotic Technologies

Algorithms are the backbone of robots. For consumers, however, these inner values often remain opaque. We inform consumers about two different algorithm types: pre-programmed and adaptive. Four studies, including a Turing test paradigm, show that adaptive algorithms are perceived as more creative and pre-programmed algorithms as more predictable.


Melanie Clegg, Reto Hofstetter, Emanuel de Bellis, and Bernd Schmitt (2020) ,"Inner Values Also Count: Algorithm Types Drive Consumer Adoption of Robotic Technologies", 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: 1052-1057.


Melanie Clegg, University of Lucerne
Reto Hofstetter, University of Lucerne, Switzerland
Emanuel de Bellis, University of St. Gallen, Switzerland
Bernd Schmitt, Columbia University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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