When People Are More Favorable Toward “White-Collar” Ai: Self-Protection Motivation Mitigates Consumers’ Aversion to Artificial Intelligence in Professional Domains
Across two studies, we find that consumers are more averse to artificial intelligence (AI) in professional versus nonprofessional domains. Such aversion to AI can be attenuated when people feel vulnerable and heightened in self-protection motivation, presumably because people rely on competent entities.
Citation:
Haejoo Han, Sujin Park, and Kyoungmi Lee (2021) ,"When People Are More Favorable Toward “White-Collar” Ai: Self-Protection Motivation Mitigates Consumers’ Aversion to Artificial Intelligence in Professional Domains", 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: 919-919.
Authors
Haejoo Han, Seoul National University
Sujin Park, Seoul National University
Kyoungmi Lee, Seoul National University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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