Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior

Leung, Eugina; Paolacci, Gabriele; Puntoni, Stefano

doi:10.1177/0022243718818423

Cited by 285Consumer Behavior in Brand Consumption and IdentificationAI in Service InteractionsConsumer Perception and Purchasing Behavior

Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior

Leung, Eugina, Paolacci, Gabriele, Puntoni, Stefano·2018·Journal of Marketing Research

DOI 10.1177/0022243718818423

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Abstract

Automation is transforming many consumption domains, including everyday activities such as cooking or driving, as well as recreational activities like fishing or cycling. Yet little research in marketing examines consumer preferences for automated products. Automation often provides obvious consumption benefits, but six studies spanning a variety of product categories show that automation may not be desirable when identity motives are important drivers of consumption. Using both correlational and experimental designs, these studies demonstrate that people who strongly identify with a particular social category resist automated features that hinder the attribution of identity-relevant consumption outcomes to themselves. The findings have substantial theoretical implications for research on identity and technology, as well as managerial implications for targeting, product innovation, and communication.

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Customers have varying responses and attitudes toward using AI products.
“From the consumer side, existing studies further show that customers have varying responses and attitudes toward using AI products.”
From A strategic framework for artificial intelligence in marketing (2021) · cites this paper as Leung et al. 2018

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Authors: Leung, E., Paolacci, G., & Puntoni, S.
Affiliations: Erasmus University Rotterdam (NL)
Corresponding author: Leung, Eugina
ORCID: Leung, Eugina
Paolacci, Gabriele
Puntoni, Stefano
Venue: Journal of Marketing Research
Publisher: SAGE Publications
Published: 2018-12
Volume: 55
Issue: 6
Pages: 818-831
ISSN: 0022-2437 (ISSN-L)
1547-7193
DOI: 10.1177/0022243718818423
OpenAlex: W4232279720
Cited by: 285
References: 36
Citations by year: 2026: 44 · 2025: 52 · 2024: 47 · 2023: 56 · 2022: 35 · 2021: 25 · 2020: 18 · 2019: 7 · 2017: 1
FWCI: 22.40
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing Research (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords: automation, identity motives, social identity, product innovation, customer targeting, marketing communication

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Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior

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