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Does Consumer Promiscuity Influence Purchase Intent? The Role of Artificial Intelligence (AI), Change Seeking, and Pride

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  • Patrick van Esch
  • Yuanyuan (Gina) Cui

Abstract

Literature has examined sexual promiscuity as a maladaptive outcome. In this research, we investigate promiscuity vis-à-vis choice of checkout mode (type) and purchase intent. In a retail setting, across two field studies and one online experiment, we find that retail checkouts enabled with artificial intelligence (AI) stimulate higher purchase intent but only for low promiscuous consumers (Study 1). This effect is driven by change-seeking motivation for this specific segment of consumers (Study 2). We further determine that this unintended effect of promiscuity and checkout mode is present for low promiscuous consumers experiencing a low level of pride at the checkout but not for those possessing a high level of pride (Study 3). The article concludes with contributions to and implications for theory and practice and a research agenda to guide future inquiries in this underresearched area.

Suggested Citation

  • Patrick van Esch & Yuanyuan (Gina) Cui, 2021. "Does Consumer Promiscuity Influence Purchase Intent? The Role of Artificial Intelligence (AI), Change Seeking, and Pride," Journal of the Association for Consumer Research, University of Chicago Press, vol. 6(3), pages 394-401.
    • Handle: RePEc:ucp:jacres:doi:10.1086/714503
    DOI: 10.1086/714503
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    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Cui, Yuanyuan (Gina) & van Esch, Patrick & Das, Gopal & Jain, Shailendra, 2022. "“Surge price precision and political ideology”," Journal of Business Research, Elsevier, vol. 143(C), pages 214-224.
    3. Sestino, Andrea & Peluso, Alessandro M. & Amatulli, Cesare & Guido, Gianluigi, 2022. "Let me drive you! The effect of change seeking and behavioral control in the Artificial Intelligence-based self-driving cars," Technology in Society, Elsevier, vol. 70(C).
    4. Yuanyuan Zhou & Zhuoying Fei & Yuanqiong He & Zhilin Yang, 2022. "How Human–Chatbot Interaction Impairs Charitable Giving: The Role of Moral Judgment," Journal of Business Ethics, Springer, vol. 178(3), pages 849-865, July.

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