Does Alphago's Victory Over Human Champions Reduce the Interest of People in Go? the Negative Effect of Artificial Intelligence on Competition Events
Four studies（N=1214）confirm that how and why losing to robots (vs human) negatively affected consumer attitude toward these events. We contribute to the literature on Robot, AI and goal theory from another perspective. In addition, research help companies and governments to avoid negative effects when advertising robots.
Zhongzhun Deng and Donghong Zhu (2020) ,"Does Alphago's Victory Over Human Champions Reduce the Interest of People in Go? the Negative Effect of Artificial Intelligence on Competition Events", 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: 1192-1192.
Zhongzhun Deng, Huazhong University of Science & Technology
Donghong Zhu, Huazhong University of Science & Technology，China
NA - Advances in Consumer Research Volume 48 | 2020
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