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The impact of lay beliefs about AI on adoption of algorithmic advice

Author

Listed:
  • Benjamin von Walter

    (Eastern Switzerland University of Applied Sciences, Institute of Business Management)

  • Dietmar Kremmel

    (Eastern Switzerland University of Applied Sciences, Institute of Business Management)

  • Bruno Jäger

    (Eastern Switzerland University of Applied Sciences, Institute of Business Management)

Abstract

There is little research on how consumers decide whether they want to use algorithmic advice or not. In this research, we show that consumers’ lay beliefs about artificial intelligence (AI) serve as a heuristic cue to evaluate accuracy of algorithmic advice in different professional service domains. Three studies provide robust evidence that consumers who believe that AI is higher than human intelligence are more likely to adopt algorithmic advice. We also demonstrate that lay beliefs about AI only influence adoption of algorithmic advice when a decision task is perceived to be complex.

Suggested Citation

  • Benjamin von Walter & Dietmar Kremmel & Bruno Jäger, 2022. "The impact of lay beliefs about AI on adoption of algorithmic advice," Marketing Letters, Springer, vol. 33(1), pages 143-155, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09589-1
    DOI: 10.1007/s11002-021-09589-1
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    References listed on IDEAS

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    1. Bernd Schmitt, 2020. "Speciesism: an obstacle to AI and robot adoption," Marketing Letters, Springer, vol. 31(1), pages 3-6, March.
    2. Chiara Longoni & Andrea Bonezzi & Carey K Morewedge, 2019. "Resistance to Medical Artificial Intelligence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 629-650.
    3. Christian Hildebrand & Anouk Bergner, 2021. "Conversational robo advisors as surrogates of trust: onboarding experience, firm perception, and consumer financial decision making," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 659-676, July.
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    5. Logg, Jennifer M. & Minson, Julia A. & Moore, Don A., 2019. "Algorithm appreciation: People prefer algorithmic to human judgment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 151(C), pages 90-103.
    6. Bernd Schmitt, 2019. "From Atoms to Bits and Back: A Research Curation on Digital Technology and Agenda for Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 825-832.
    7. Bonaccio, Silvia & Dalal, Reeshad S., 2006. "Advice taking and decision-making: An integrative literature review, and implications for the organizational sciences," Organizational Behavior and Human Decision Processes, Elsevier, vol. 101(2), pages 127-151, November.
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    Cited by:

    1. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.

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