Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 27 March 2024
Issue publication date: 4 June 2024
Abstract
Purpose
Artificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer resistance. Thus, drawing on the user resistance theory, this study explores factors that influence consumers’ resistance to AI and suggests ways to mitigate this negative influence.
Design/methodology/approach
This study tested four hypotheses across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI’s “substitute” image leads to consumer resistance to AI; Study 2 focused on the role of perceived threat as an underlying driver of resistance to AI. Studies 3–4 provided process evidence by the way of a measured moderator, testing whether AI with servant communication style and literal language style is resisted less.
Findings
This study showed that AI’s “substitute” image increased users' resistance to AI. This occurs because the substitute image increases consumers’ perceived threat. The study also found that using servant communication and literal language styles in the interaction between AI and consumers can mitigate the negative effects of AI-substituted images.
Originality/value
This study reveals the mechanism of action between AI image and consumers’ resistance and sheds light on how to choose appropriate image and expression styles for AI products, which is important for lowering consumer resistance to AI.
Keywords
Acknowledgements
Funding: The research is supported by The National Social Science Fund of China (22ZD&137; 20BGL091).
Citation
Mou, Y., Gong, Y. and Ding, Z. (2024), "Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance", Marketing Intelligence & Planning, Vol. 42 No. 4, pp. 647-665. https://doi.org/10.1108/MIP-04-2023-0187
Publisher
:Emerald Publishing Limited
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