IDEAS home Printed from https://ideas.repec.org/a/eme/nbripp/nbri-05-2022-0051.html
   My bibliography  Save this article

“Facilitators” vs “substitutes”: the influence of artificial intelligence products’ image on consumer evaluation

Author

Listed:
  • Xin Wang
  • Hong Zhu
  • Di Jiang
  • Shaoang Xia
  • Chunqu Xiao

Abstract

Purpose - The rapid innovation of artificial intelligence (AI) technology promotes the prosperity of the AI product market. However, consumers seem to have negative attitudes (e.g. prejudice, aversion) toward AI products and services. Those negative attitudes are rooted in the fear that AI might replace humans. The authors thus propose that turning the image of AI from substitutes to facilitators can alleviate identity threat perception. This paper aims to examine how the image of AI products (facilitators vs substitutes) influences consumer evaluation and explores the underlying mechanism and boundary conditions. Design/methodology/approach - This study uses four experiments with between-subjects designs to investigate whether the image of AI products (facilitators vs substitutes) will affect consumer evaluation in specific consumption and service scenarios. The same products (or services) were manipulated as “substitute” or “facilitator” through advertisement slogans. Participants were randomly assigned to a condition and read the advertisement, then they reported their evaluation. The mediator perceived identity threat and the moderator preconceived perceptions of AI risks were measured by scales. The moderator, self-affirmation, was manipulated through the instruction of the experiment. Findings - This study demonstrates that consumers give higher evaluation of AI products in the image of the facilitator than in the image of the substitute (Study 1). The underlying mechanism is that the perceived identity threat caused by “facilitator” products is lower than “substitute” products (Study 2). The effect of AI image is moderated by consumers’ preconceived perceptions of AI risks (Study 3) and self-affirmation (Study 4). Specifically, for consumers who have a strong AI risk-perception, this effect exists, but it disappears for consumers who have a weak AI risk perception. When consumers are given a strong self-affirmation, the negative impact of the “substitute” image disappears. Originality/value - This paper analyzes the psychological root of consumers’ negative evaluation of AI technology from the perspective of AI’s image. The proposed typology of “substitutes” and “facilitators” helps expand the vision on brand/product image and enriches the research on consumer self-identity in today’s highly informatized market. The findings shed light on how to choose appropriate image for AI products, which will be crucial for increasing consumers’ acceptance of AI products.

Suggested Citation

  • Xin Wang & Hong Zhu & Di Jiang & Shaoang Xia & Chunqu Xiao, 2023. "“Facilitators” vs “substitutes”: the influence of artificial intelligence products’ image on consumer evaluation," Nankai Business Review International, Emerald Group Publishing Limited, vol. 14(1), pages 177-193, January.
  • Handle: RePEc:eme:nbripp:nbri-05-2022-0051
    DOI: 10.1108/NBRI-05-2022-0051
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/NBRI-05-2022-0051/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://www.emerald.com/insight/content/doi/10.1108/NBRI-05-2022-0051/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://libkey.io/10.1108/NBRI-05-2022-0051?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.

    Citations

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


    Cited by:

    1. Maja Rožman & Dijana Oreški & Polona Tominc, 2023. "Artificial-Intelligence-Supported Reduction of Employees’ Workload to Increase the Company’s Performance in Today’s VUCA Environment," Sustainability, MDPI, vol. 15(6), pages 1-21, March.

    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:eme:nbripp:nbri-05-2022-0051. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Emerald Support (email available below). General contact details of provider: .

    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.