Artificial Intelligence and Decision Autonomy In Streaming Platforms

Ana Rita Gonçalves; Diego Costa Pinto; Saleh  Shuqair; Anna S. Mattila

Artificial Intelligence and Decision Autonomy In Streaming Platforms

Ana Rita Gonçalves, Diego Costa Pinto, Saleh Shuqair, Anna S. Mattila

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

53 Downloads (Pure)

Abstract

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 language	English
Title of host publication	Proceedings of the European Marketing Academy, 52nd
Publisher	European Marketing Academy (EMAC)
Number of pages	11
Publication status	Published - 24 May 2023
Event	EMAC Annual Conference 2023 - ODEON, Odense, Denmark Duration: 23 May 2023 → 26 May 2023 Conference number: 52 https://www.emacconference2023.org/

Publication series

Name	Proceedings of the European Marketing Academy
Publisher	European Marketing Academy
ISSN (Electronic)	2709-1589

Conference

Conference	EMAC Annual Conference 2023
Abbreviated title	EMAC 2023
Country/Territory	Denmark
City	Odense
Period	23/05/23 → 26/05/23
Internet address	https://www.emacconference2023.org/

Keywords

Artificial Intelligence
Autonomy
Decision-Making

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

Artificial_Intelligence_and_Decision_Autonomy_In_Streaming_PlatformsFinal published version, 277 KBLicence: Unspecified

https://proceedings.emac-online.org/pdfs/A2023-113999.pdfLicence: Unspecified

Cite this

@inproceedings{526d23819f0e496085e459120fe1d842,

title = "Artificial Intelligence and Decision Autonomy In Streaming Platforms",

abstract = "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.",

keywords = "Artificial Intelligence, Autonomy, Decision-Making",

author = "Gon{\c c}alves, {Ana Rita} and Pinto, {Diego Costa} and Saleh Shuqair and Mattila, {Anna S.}",

note = "Gon{\c c}alves, A. R., Pinto, D. C., Shuqair, S., & Mattila, A. S. (2023). Artificial Intelligence and Decision Autonomy In Streaming Platforms. In Proceedings of the European Marketing Academy, 52nd [113999] European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2023-113999.pdf; EMAC Annual Conference 2023, EMAC 2023 ; Conference date: 23-05-2023 Through 26-05-2023",

year = "2023",

month = may,

day = "24",

language = "English",

series = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy (EMAC)",

booktitle = "Proceedings of the European Marketing Academy, 52nd",

url = "https://www.emacconference2023.org/",

}

Gonçalves, AR , Pinto, DC , Shuqair, S & Mattila, AS 2023, Artificial Intelligence and Decision Autonomy In Streaming Platforms. in Proceedings of the European Marketing Academy, 52nd., 113999, Proceedings of the European Marketing Academy, European Marketing Academy (EMAC), EMAC Annual Conference 2023, Odense, Denmark, 23/05/23. <https://proceedings.emac-online.org/pdfs/A2023-113999.pdf>

Artificial Intelligence and Decision Autonomy In Streaming Platforms. / Gonçalves, Ana Rita ; Pinto, Diego Costa ; Shuqair, Saleh et al.
Proceedings of the European Marketing Academy, 52nd. European Marketing Academy (EMAC), 2023. 113999 (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Artificial Intelligence and Decision Autonomy In Streaming Platforms

AU - Gonçalves, Ana Rita

AU - Pinto, Diego Costa

AU - Shuqair, Saleh

AU - Mattila, Anna S.

N1 - Conference code: 52

PY - 2023/5/24

Y1 - 2023/5/24

N2 - 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.

AB - 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.

KW - Artificial Intelligence

KW - Autonomy

KW - Decision-Making

M3 - Conference contribution

T3 - Proceedings of the European Marketing Academy

BT - Proceedings of the European Marketing Academy, 52nd

PB - European Marketing Academy (EMAC)

T2 - EMAC Annual Conference 2023

Y2 - 23 May 2023 through 26 May 2023

ER -

Artificial Intelligence and Decision Autonomy In Streaming Platforms

Abstract

Publication series

Conference

Keywords

UN SDGs

Access to Document

Fingerprint

Cite this