Umair Usman, TaeWoo Kim, Aaron Garvey, Adam Duhachek
This article examines the emerging marketing tactic of artificial intelligence (AI) ingratiation of humans and reveals that AI ingratiation leads to increased consumer acceptance of product recommendations. The positive effect of ingratiation is explained by consumers’ self-enhancing motivations to believe that AI’s ingratiating comments are particularly accurate and objective. Moreover, these ingratiation effects are moderated by the extent to which AI is anthropomorphized. Counter to the literature showing benefits of anthropomorphism and consistent with the persuasion knowledge model, consumers perceive ingratiation by humanlike (vs. machinelike) AI systems to be more driven by ulterior motives, thereby activating consumer defense mechanisms against ingratiation attempts. Our theory and findings elucidate how AI design features serve to strengthen or weaken consumer resistance to persuasion. We discuss the implications of our findings for the development and ethical utilization of the sophisticated conversational AI that are fast emerging in various marketing contexts.
{"title":"The Persuasive Power of AI Ingratiation: A Persuasion Knowledge Theory Perspective","authors":"Umair Usman, TaeWoo Kim, Aaron Garvey, Adam Duhachek","doi":"10.1086/730280","DOIUrl":"https://doi.org/10.1086/730280","url":null,"abstract":"This article examines the emerging marketing tactic of artificial intelligence (AI) ingratiation of humans and reveals that AI ingratiation leads to increased consumer acceptance of product recommendations. The positive effect of ingratiation is explained by consumers’ self-enhancing motivations to believe that AI’s ingratiating comments are particularly accurate and objective. Moreover, these ingratiation effects are moderated by the extent to which AI is anthropomorphized. Counter to the literature showing benefits of anthropomorphism and consistent with the persuasion knowledge model, consumers perceive ingratiation by humanlike (vs. machinelike) AI systems to be more driven by ulterior motives, thereby activating consumer defense mechanisms against ingratiation attempts. Our theory and findings elucidate how AI design features serve to strengthen or weaken consumer resistance to persuasion. We discuss the implications of our findings for the development and ethical utilization of the sophisticated conversational AI that are fast emerging in various marketing contexts.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.1,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141712827","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Being Human in the Age of AI","authors":"Stefano Puntoni, Klaus Wertenbroch","doi":"10.1086/730788","DOIUrl":"https://doi.org/10.1086/730788","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140738941","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ana Valenzuela, Stefano Puntoni, Donna Hoffman, Noah Castelo, Julian De Freitas, Berkeley J. Dietvorst, Christian Hildebrand, Young Eun Huh, Robert Meyer, Miriam E Sweeney, Sanaz Talaifar, Geoff Tomaino, Klaus Wertenbroch
{"title":"How artificial intelligence constrains the human experience","authors":"Ana Valenzuela, Stefano Puntoni, Donna Hoffman, Noah Castelo, Julian De Freitas, Berkeley J. Dietvorst, Christian Hildebrand, Young Eun Huh, Robert Meyer, Miriam E Sweeney, Sanaz Talaifar, Geoff Tomaino, Klaus Wertenbroch","doi":"10.1086/730709","DOIUrl":"https://doi.org/10.1086/730709","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140747406","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"GIVING AI A HUMAN TOUCH: HIGHLIGHTING HUMAN INPUT INCREASES THE PERCEIVED HELPFULNESS OF ADVICE FROM AI COACHES","authors":"Yue Zhang, Mirjam Tuk, A. Klesse","doi":"10.1086/730710","DOIUrl":"https://doi.org/10.1086/730710","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140749391","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit, Carey K. Morewedge
{"title":"Acceptance of Automated Vehicles is Lower for Self than Others","authors":"Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit, Carey K. Morewedge","doi":"10.1086/729900","DOIUrl":"https://doi.org/10.1086/729900","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139855980","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit, Carey K. Morewedge
{"title":"Acceptance of Automated Vehicles is Lower for Self than Others","authors":"Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit, Carey K. Morewedge","doi":"10.1086/729900","DOIUrl":"https://doi.org/10.1086/729900","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139795927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Effect of Variety in Past Consumption on Openness to Personalized Recommendation Services","authors":"Sonia Seung-Eun Kim, Donald R. Lehmann","doi":"10.1086/729623","DOIUrl":"https://doi.org/10.1086/729623","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139593740","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Demographic Pricing in the Digital Age: Assessing Fairness Perceptions in Algorithmic versus Human-Based Price Discrimination","authors":"Nofar Duani, Alixandra Barasch, Vicki Morwitz","doi":"10.1086/729440","DOIUrl":"https://doi.org/10.1086/729440","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139604821","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Exploration and Exploitation in Consumer Automation: Visualizing IoT Interactions with Topological Data Analysis","authors":"T. Novak, Donna L Hoffman","doi":"10.1086/729384","DOIUrl":"https://doi.org/10.1086/729384","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2024-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139533437","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Priming Young Minds – The Appeal of Gambling Advertising to Children and Young People.","authors":"R. Rossi, Agnes Nairn","doi":"10.1086/729290","DOIUrl":"https://doi.org/10.1086/729290","url":null,"abstract":"","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":null,"pages":null},"PeriodicalIF":2.6,"publicationDate":"2023-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139166066","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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