Bias Neglect: When Human Bias, But Not Algorithmic Bias, Is Disregarded
Consumers might regard humans as biased decision-makers, whereas algorithms as neutral entities. This paper addresses whether the perception of humans as biased reduces trust in and satisfaction with human (vs. algorithmic) decisions. We reveal a “bias neglect” phenomenon: consumers acknowledge but disregard human bias and trust human (vs. algorithmic) decisions.
Ipek Demirdag and Suzanne Shu (2021) ,"Bias Neglect: When Human Bias, But Not Algorithmic Bias, Is Disregarded", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 160-161.
Ipek Demirdag, University of California, Los Angeles
Suzanne Shu, Cornell
NA - Advances in Consumer Research Volume 49 | 2021
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