Too Ambiguous For an Algorithm? Anthropomorphic Design of an Algorithm-Based Recommendation Agent Increases the Recommendation Acceptance
Three experiments systematically demonstrate that the anthropomorphic design of the product recommendation agent increases the recommendation acceptance by consumers. The impact of anthropomorphic design on recommendation acceptance is serially mediated by perceived ambiguity processing ability and perceived recommendation quality. We contribute to the literature exploring algorithm aversion and anthropomorphism.
Citation:
Amogh Kumbargeri, Arvind Sahay, and Sanjeev Tripathi (2021) ,"Too Ambiguous For an Algorithm? Anthropomorphic Design of an Algorithm-Based Recommendation Agent Increases the Recommendation Acceptance", 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: 404-405.
Authors
Amogh Kumbargeri, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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