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The impact of AI identity disclosure on consumer unethical behavior: A social judgment perspective

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  • Li, Tian-Ge
  • Zhang, Chu-Bing
  • Chang, Ying
  • Zheng, Wei

Abstract

Implementing artificial intelligence (AI) technology has resulted in various advantages but also the emergence of unethical conduct among consumers. This article examines the impact of the disclosure of AI identities on consumer unethical behavior through pilot experiments and three formal experiments. The results indicate that the disclosure of AI agents leads to a higher propensity of consumers, demonstrating unethical behavior compared to when AI agents are undisclosed. Perceived social judgment plays a crucial role in mediating this effect. Additionally, this research ruled out other potential explanatory mechanisms, such as warmth, empathy, and competence. Furthermore, consumers' motive for impression management acts as a moderator. These findings provide valuable insights into the impact of AI identity disclosure on consumer behavior and offer guidance for businesses to mitigate unethical consumer behavior.

Suggested Citation

  • Li, Tian-Ge & Zhang, Chu-Bing & Chang, Ying & Zheng, Wei, 2024. "The impact of AI identity disclosure on consumer unethical behavior: A social judgment perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003570
    DOI: 10.1016/j.jretconser.2023.103606
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