Trust Us, We Use Ai: Disclosing Information to Ai Decreases Consumers’ Trust in Brands

Consumers trust brands less when they disclose information to artificial agents (vs. humans). Consumers believe that AI would share their information with other parties, which increases the sense of exploitation, decreasing their trust in brands. Negative consequences can be mitigated when consumers use an application and privacy is assured.


Deniz Lefkeli, Begum Yilmaz, and Zeynep Gurhan Canli (2021) ,"Trust Us, We Use Ai: Disclosing Information to Ai Decreases Consumers’ Trust in Brands", 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: 468-469.


Deniz Lefkeli, Koc University
Begum Yilmaz, Koc University
Zeynep Gurhan Canli, Koc University


NA - Advances in Consumer Research Volume 49 | 2021

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