When consumers trust AI recommendations--or resist them

Researchers from Boston University and University of Virginia published a new paper in the Journal of Marketing that examines how consumers respond to AI recommenders when focused on the functional and practical aspects of a product (its utilitarian value) versus the experiential and sensory aspects of a product (its hedonic value). The study, forthcoming in the the Journal of Marketing, is titled "Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The'Word-of-Machine' Effect" and is authored by Chiara Longoni and Luca Cian. More and more companies are leveraging technological advances in AI, machine learning, and natural language processing to provide recommendations to consumers. As these companies evaluate AI-based assistance, one critical question must be asked: When do consumers trust the "word of machine," and when do they resist it? A new Journal of Marketing study explores reasons behind the preference of recommendation source (AI vs. human).