The Human Black Box: Illusionary Understanding Drives Preference For Human Over Algorithmic Decision-Making

Previous research shows that consumers are hesitant to trust algorithmic over human decision-makers. In this research, we show that this phenomenon is in part driven by the fact that consumers foster an illusion of understanding human decision-makers better than algorithmic decision-makers, when in fact both are black boxes.


Andrea Bonezzi, Massimiliano Ostinelli, and Johann Melzner (2020) ,"The Human Black Box: Illusionary Understanding Drives Preference For Human Over Algorithmic Decision-Making", 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: 1165-1169.


Andrea Bonezzi, New York University, USA
Massimiliano Ostinelli, Winthrop University
Johann Melzner, New York University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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