To be precise (imprecise) in utilitarian (hedonic) contexts: Examining the influence of numerical precision on consumer reactions to artificial intelligence‐based recommendations

IF 8.9 2区管理学 Q1 BUSINESS

Psychology & Marketing Pub Date : 2023-09-23 DOI:10.1002/mar.21904

Hong Zhu, Zimeng Zhu, Yilin Ou, Ya Yin

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Abstract

Abstract The precision of artificial intelligence (AI)‐generated information has been suggested in the past as a method of nudging consumers' evaluations and intentions, but little is known about whether such effects are also context‐sensitive. Based on four studies, we find a matched condition under which consumers are more likely to make a positive response when precise (imprecise) numbers presented by AI recommenders are used in a utilitarian (hedonic) consumption context (Study 1). Additionally, we show that consumer conceptual fluency also mediates this matching effect on consumer purchase decision‐making (Studies 2). We further show the matching effect is moderated by the recommender type (Study 3) and consumer lay beliefs about the AI and human recommenders (Study 4). This study shows that when consumers' lay belief changes from “AI performs objective tasks well” and “Human performs subjective tasks well” to “AI performs subjective tasks well” and “Human performs objective tasks well,” it can change the difference in the matching relationship between human and AI recommenders.

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在功利主义(享乐主义)背景下精确(不精确):研究数值精度对消费者对基于人工智能的推荐的反应的影响

人工智能(AI)生成信息的准确性在过去被认为是推动消费者评价和意图的一种方法，但人们对这种影响是否也具有上下文敏感性知之甚少。基于四项研究，我们发现了一个匹配的条件，即当人工智能推荐器提供的精确(不精确)数字被用于功利(享乐)消费情境时，消费者更有可能做出积极的回应(研究1)。此外，我们发现，消费者的概念流畅性也在消费者购买决策的匹配效应中起中介作用(研究2)。我们进一步表明，匹配效应受到推荐人类型(研究3)和消费者对人工智能和人类推荐人的外行信念(研究4)的调节。该研究表明，当消费者的外行信念从“人工智能很好地执行客观任务”和“人类很好地执行主观任务”转变为“人工智能很好地执行主观任务”和“人类执行客观任务”时“它可以改变人类和人工智能推荐人之间匹配关系的差异。

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来源期刊

Psychology & Marketing Multiple-

CiteScore

12.10

自引率

20.90%

发文量

127

期刊介绍： Psychology & Marketing (P&M) publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, P&M serves practitioners and academicians in the fields of psychology and marketing and is an appropriate outlet for articles designed to be of interest, concern, and applied value to its audience of scholars and professionals. Manuscripts that use psychological theory to better understand the various aspects of the marketing of products and services are appropriate for submission.