Artificial Intelligence and Decision Autonomy In Streaming Platforms

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Drawing on the expectation–confirmation theory and autonomy in AI, this research investigates how AI-based choices (vs. own choice) have detrimental effects on consumers' autonomy. A series of experimental studies suggest that AI choices reduce consumer satisfaction, highlighting the underlying mechanism of performance expectancy. In addition, while a mismatch in AI decision-making (i.e., a disjoint between consumers' preferences and AI choices) might backfire, the negative effects of AI decision-making on consumers' outcomes are mitigated when AI choices match consumers' preferences. By doing so, we make significant theoretical and practical contributions to research on consumers' sense of autonomy while interacting with AI.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 52nd
PublisherEuropean Marketing Academy (EMAC)
Number of pages11
ISBN (Electronic)2709-1589
Publication statusPublished - 24 May 2023
EventEMAC Annual Conference 2023 - Odense, Odense, Denmark
Duration: 23 May 202326 May 2023


ExhibitionEMAC Annual Conference 2023
Abbreviated titleEMAC 2023
Internet address


  • Artificial Intelligence
  • Autonomy
  • Decision-Making


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