Consumers Prefer Complex Algorithms

Two studies (N=195) test a novel factor that drives consumers’ adoption of algorithms— complexity. The results showed that consumers generally prefer more complex algorithms to simple ones. The effect is especially pronounced when complex algorithms are used for doing inherently complex tasks, or when the tasks are considered more objective.


Zarema Khon, Samuel Johnson, Haiming Hang, and Stephanie Chen (2021) ,"Consumers Prefer Complex Algorithms", 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: 923-923.


Zarema Khon, University of Bath
Samuel Johnson, University of Warwick
Haiming Hang, University of Bath
Stephanie Chen, London Business School


NA - Advances in Consumer Research Volume 49 | 2021

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