IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v24y2022i5d10.1007_s10796-021-10156-2.html
   My bibliography  Save this article

Questioning Racial and Gender Bias in AI-based Recommendations: Do Espoused National Cultural Values Matter?

Author

Listed:
  • Manjul Gupta

    (Florida International University)

  • Carlos M. Parra

    (Florida International University)

  • Denis Dennehy

    (NUI Galway)

Abstract

One realm of AI, recommender systems have attracted significant research attention due to concerns about its devastating effects to society’s most vulnerable and marginalised communities. Both media press and academic literature provide compelling evidence that AI-based recommendations help to perpetuate and exacerbate racial and gender biases. Yet, there is limited knowledge about the extent to which individuals might question AI-based recommendations when perceived as biased. To address this gap in knowledge, we investigate the effects of espoused national cultural values on AI questionability, by examining how individuals might question AI-based recommendations due to perceived racial or gender bias. Data collected from 387 survey respondents in the United States indicate that individuals with espoused national cultural values associated to collectivism, masculinity and uncertainty avoidance are more likely to question biased AI-based recommendations. This study advances understanding of how cultural values affect AI questionability due to perceived bias and it contributes to current academic discourse about the need to hold AI accountable.

Suggested Citation

  • Manjul Gupta & Carlos M. Parra & Denis Dennehy, 2022. "Questioning Racial and Gender Bias in AI-based Recommendations: Do Espoused National Cultural Values Matter?," Information Systems Frontiers, Springer, vol. 24(5), pages 1465-1481, October.
    • Handle: RePEc:spr:infosf:v:24:y:2022:i:5:d:10.1007_s10796-021-10156-2
    DOI: 10.1007/s10796-021-10156-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-021-10156-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-021-10156-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Paschen, Ulrich & Pitt, Christine & Kietzmann, Jan, 2020. "Artificial intelligence: Building blocks and an innovation typology," Business Horizons, Elsevier, vol. 63(2), pages 147-155.
    2. Nishant, Rohit & Kennedy, Mike & Corbett, Jacqueline, 2020. "Artificial intelligence for sustainability: Challenges, opportunities, and a research agenda," International Journal of Information Management, Elsevier, vol. 53(C).
    3. House, Robert & Javidan, Mansour & Hanges, Paul & Dorfman, Peter, 2002. "Understanding cultures and implicit leadership theories across the globe: an introduction to project GLOBE," Journal of World Business, Elsevier, vol. 37(1), pages 3-10, April.
    4. Anja Lambrecht & Catherine Tucker, 2019. "Algorithmic Bias? An Empirical Study of Apparent Gender-Based Discrimination in the Display of STEM Career Ads," Management Science, INFORMS, vol. 65(7), pages 2966-2981, July.
    5. Desouza, Kevin C. & Dawson, Gregory S. & Chenok, Daniel, 2020. "Designing, developing, and deploying artificial intelligence systems: Lessons from and for the public sector," Business Horizons, Elsevier, vol. 63(2), pages 205-213.
    6. Nidhi Agrawal & Durairaj Maheswaran, 2005. "The Effects of Self-Construal and Commitment on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 841-849, March.
    7. Gupta, Manjul & Uz, Irem & Esmaeilzadeh, Pouyan & Noboa, Fabrizio & Mahrous, Abeer A. & Kim, Eojina & Miranda, Graça & Tennant, Vanesa M. & Chung, Sean & Azam, Akbar & Peters, Anicia & Iraj, Hamideh &, 2018. "Do cultural norms affect social network behavior inappropriateness? A global study," Journal of Business Research, Elsevier, vol. 85(C), pages 10-22.
    8. Gupta, Manjul & Esmaeilzadeh, Pouyan & Uz, Irem & Tennant, Vanesa M., 2019. "The effects of national cultural values on individuals' intention to participate in peer-to-peer sharing economy," Journal of Business Research, Elsevier, vol. 97(C), pages 20-29.
    9. Bo Cowgill & Fabrizio Dell'Acqua & Sandra Matz, 2020. "The Managerial Effects of Algorithmic Fairness Activism," AEA Papers and Proceedings, American Economic Association, vol. 110, pages 85-90, May.
    10. Yulia Grinblat & Michael Gilichinsky & Itzhak Benenson, 2016. "Cellular Automata Modeling of Land-Use/Land-Cover Dynamics: Questioning the Reliability of Data Sources and Classification Methods," Annals of the American Association of Geographers, Taylor & Francis Journals, vol. 106(6), pages 1299-1320, November.
    11. Aleš Popovič & Ray Hackney & Rana Tassabehji & Mauro Castelli, 2018. "The impact of big data analytics on firms’ high value business performance," Information Systems Frontiers, Springer, vol. 20(2), pages 209-222, April.
    12. Trump, Rebecca K., 2014. "Connected consumers' responses to negative brand actions: The roles of transgression self-relevance and domain," Journal of Business Research, Elsevier, vol. 67(9), pages 1824-1830.
    13. van Esch, Patrick & Black, J. Stewart, 2019. "Factors that influence new generation candidates to engage with and complete digital, AI-enabled recruiting," Business Horizons, Elsevier, vol. 62(6), pages 729-739.
    14. Manjul Gupta & Sushil Gupta, 2019. "Influence of National Cultures on Operations Management and Supply Chain Management Practices—A Research Agenda," Production and Operations Management, Production and Operations Management Society, vol. 28(11), pages 2681-2698, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Denis Dennehy & Anastasia Griva & Nancy Pouloudi & Yogesh K. Dwivedi & Matti Mäntymäki & Ilias O. Pappas, 2023. "Artificial Intelligence (AI) and Information Systems: Perspectives to Responsible AI," Information Systems Frontiers, Springer, vol. 25(1), pages 1-7, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manjul Gupta & Amin Shoja & Patrick Mikalef, 2022. "Toward the understanding of national culture in the success of non‐pharmaceutical technological interventions in mitigating COVID-19 pandemic," Annals of Operations Research, Springer, vol. 319(1), pages 1433-1450, December.
    2. Elango, B. & Talluri, Srinivas (Sri), 2023. "A study of the impact of cultural dimensions on the operational orientation of manufacturing firms," International Journal of Production Economics, Elsevier, vol. 255(C).
    3. Alina Köchling & Marius Claus Wehner, 2020. "Discriminated by an algorithm: a systematic review of discrimination and fairness by algorithmic decision-making in the context of HR recruitment and HR development," Business Research, Springer;German Academic Association for Business Research, vol. 13(3), pages 795-848, November.
    4. Makarius, Erin E. & Mukherjee, Debmalya & Fox, Joseph D. & Fox, Alexa K., 2020. "Rising with the machines: A sociotechnical framework for bringing artificial intelligence into the organization," Journal of Business Research, Elsevier, vol. 120(C), pages 262-273.
    5. Black, J. Stewart & van Esch, Patrick, 2020. "AI-enabled recruiting: What is it and how should a manager use it?," Business Horizons, Elsevier, vol. 63(2), pages 215-226.
    6. Abou-Foul, Mohamad & Ruiz-Alba, Jose L. & López-Tenorio, Pablo J., 2023. "The impact of artificial intelligence capabilities on servitization: The moderating role of absorptive capacity-A dynamic capabilities perspective," Journal of Business Research, Elsevier, vol. 157(C).
    7. Black, J. Stewart & van Esch, Patrick, 2021. "AI-enabled recruiting in the war for talent," Business Horizons, Elsevier, vol. 64(4), pages 513-524.
    8. Sheshadri Chatterjee & Nripendra P. Rana & Sangeeta Khorana & Patrick Mikalef & Anuj Sharma, 2023. "Assessing Organizational Users’ Intentions and Behavior to AI Integrated CRM Systems: a Meta-UTAUT Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1299-1313, August.
    9. Pietronudo, Maria Cristina & Croidieu, Grégoire & Schiavone, Francesco, 2022. "A solution looking for problems? A systematic literature review of the rationalizing influence of artificial intelligence on decision-making in innovation management," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    10. Jean-Philippe Deranty & Thomas Corbin, 2022. "Artificial Intelligence and work: a critical review of recent research from the social sciences," Papers 2204.00419, arXiv.org.
    11. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    12. Radziszewska Aleksandra, 2014. "Intercultural dimensions of entrepreneurship," Journal of Intercultural Management, Sciendo, vol. 6(2), pages 35-47, April.
    13. Catana Gheorghe Alexandru & Catana Doina, 2012. "Societal Culture: A Comparison Of Romanian, Austrian And German Students Perspective," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1008-1013, July.
    14. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    15. Chen, Zengxiang & Huang, Yunhui, 2016. "Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 868-880.
    16. Elenkov, Detelin S. & Manev, Ivan M., 2009. "Senior expatriate leadership's effects on innovation and the role of cultural intelligence," Journal of World Business, Elsevier, vol. 44(4), pages 357-369, October.
    17. Fracarolli Nunes, Mauro & Lee Park, Camila & Shin, Hyunju, 2021. "Corporate social and environmental irresponsibilities in supply chains, contamination, and damage of intangible resources: A behavioural approach," International Journal of Production Economics, Elsevier, vol. 241(C).
    18. Rosa Lombardi & Raffaele Trequattrini & Federico Schimperna & Myriam Cano-Rubio, 2021. "The Impact of Smart Technologies on theManagement and Strategic Control: A Structured Literature Review," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2021(suppl. 1), pages 11-30.
    19. Myriam Ertz & Jonathan Deschênes & Emine Sarigöllü, 2021. "From User to Provider: Switching Over in the Collaborative Economy," Sustainability, MDPI, vol. 13(10), pages 1-21, May.
    20. Lutfi, Abdalwali & Alrawad, Mahmaod & Alsyouf, Adi & Almaiah, Mohammed Amin & Al-Khasawneh, Ahmad & Al-Khasawneh, Akif Lutfi & Alshira'h, Ahmad Farhan & Alshirah, Malek Hamed & Saad, Mohamed & Ibrahim, 2023. "Drivers and impact of big data analytic adoption in the retail industry: A quantitative investigation applying structural equation modeling," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infosf:v:24:y:2022:i:5:d:10.1007_s10796-021-10156-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.