Overcoming Resistance to Medical Artificial Intelligence [abstract]

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

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 proceeding › Conference contribution › peer-review

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Abstract

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 language	English
Title of host publication	Proceedings of the European Marketing Academy, 52nd
Publisher	European Marketing Academy (EMAC)
Number of pages	2
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/

UN SDGs

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

SDG 3 Good Health and Well-being
SDG 8 Decent Work and Economic Growth

Keywords

Consumer Behaviour
Information Systems
Marketing Strategy
Recommendation Systems

Access to Document

Overcoming_Resistance_to_Medical_Artificial_IntelligenceFinal published version, 226 KBLicence: Unspecified

https://proceedings.emac-online.org/pdfs/A2023-112709.pdfLicence: Unspecified

Best Paper Award based on Doctoral Work at the EMAC Annual Conference
Wagner, R. L. (Recipient), 2023
Prize: Prize (including medals and awards)

Cite this

@inproceedings{f467404f9a6b45d99044eacc4cdcb214,

title = "Overcoming Resistance to Medical Artificial Intelligence [abstract]",

abstract = "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.",

keywords = "Consumer Behaviour, Information Systems, Marketing Strategy, Recommendation Systems",

author = "Wagner, \{Rafael Luis\} and Pinto, \{Diego Costa\} and Gurpreet Dhillon and Nat{\'a}lia Pacheco and Herter, \{M{\'a}rcia Maurer\}",

note = "Wagner, R. L., Pinto, D. C., Dhillon, G., Pacheco, N., \& Herter, M. M. (2023). Overcoming Resistance to Medical Artificial Intelligence [abstract]. In Proceedings of the European Marketing Academy, 52nd [112709] European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2023-112709.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/",

}

Wagner, RL , Pinto, DC, Dhillon, G, Pacheco, N & Herter, MM 2023, Overcoming Resistance to Medical Artificial Intelligence [abstract]. in Proceedings of the European Marketing Academy, 52nd., 112709, 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/A2023-112709.pdf>

Overcoming Resistance to Medical Artificial Intelligence [abstract]. / Wagner, Rafael Luis ; Pinto, Diego Costa; Dhillon, Gurpreet et al.
Proceedings of the European Marketing Academy, 52nd. European Marketing Academy (EMAC), 2023. 112709 (Proceedings of the European Marketing Academy).

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

TY - GEN

T1 - Overcoming Resistance to Medical Artificial Intelligence [abstract]

AU - Wagner, Rafael Luis

AU - Pinto, Diego Costa

AU - Dhillon, Gurpreet

AU - Pacheco, Natália

AU - Herter, Márcia Maurer

N1 - Conference code: 52

PY - 2023/5/24

Y1 - 2023/5/24

N2 - 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.

AB - 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.

KW - Consumer Behaviour

KW - Information Systems

KW - Marketing Strategy

KW - Recommendation Systems

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 -

Overcoming Resistance to Medical Artificial Intelligence [abstract]

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

Fingerprint

Prizes

Best Paper Award based on Doctoral Work at the EMAC Annual Conference

Cite this