Overcoming Resistance to Medical Artificial Intelligence [abstract]

Rafael Luis Wagner, Diego Costa Pinto, Gurpreet Dhillon, Natália Pacheco, Márcia Maurer Herter

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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Recent research suggests that people tend to distrust medical recommendations provided by Artificial Intelligence (AI) compared to human providers. Drawing upon the embodied cognition theory, we add to the literature by revealing that embedding AI into wearable devices can help to overcome such aversion towards medical AI. In a series of studies, we show that perceived ability towards the provider underlies patients' intentions to follow medical AI recommendations. Furthermore, we indicate key moderators that can help overcome medical AI aversion. Implications for theory and practice are discussed contributing to the growing role of AI in medical services and the embodied cognition with the use of artificial agents.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 52nd
PublisherEuropean Marketing Academy (EMAC)
Number of pages2
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


  • Consumer Behaviour
  • Information Systems
  • Marketing Strategy
  • Recommendation Systems


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