Artificial Intelligence (AI) in Fintech Decisions: The Role of Congruity And Rejection Sensitivity

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Purpose - The digital revolution has changed consumer–service provider interaction, spawning a new generation of FinTech. This paper analyzes consumers' reactions to Artificial Intelligence (AI) (vs. human) decisions. Design/methodology/approach – We tested our predictions by conducting two experimental studies with FinTech consumers (n=503). Findings – The results reveal that consumers' responses to AI (vs. human) credit decisions depend on the type of credit product. For personal loans, the rejection by an AI provider triggers higher levels of satisfaction compared to a credit analyst. This effect is explained via the perceived role congruity. In addition, the findings reveal that consumers' rejection sensitivity determines how they perceive financial services role congruity. Originality/value – To the best of the authors' knowledge, this research is the first to jointly examine AI (vs. human) credit decisions in FinTech and role congruity, extending prior research in the field.
Original languageEnglish
Pages (from-to)1282-1307
Number of pages26
JournalInternational Journal of Bank Marketing
Issue number6
Early online date5 May 2023
Publication statusPublished - 24 Aug 2023


  • Artificial intelligence
  • FinTech
  • Satisfaction
  • Role congruity
  • Rejection sensitivity


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