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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Man versus machine
T2 - Resisting automation in identity-based consumer behavior
AU - Leung, Eugina
AU - Paolacci, Gabriele
AU - Puntoni, Stefano
PY - 2018/12/1
Y1 - 2018/12/1
N2 - Automation is transforming many consumption domains, including everyday activities like cooking or driving, and recreational activities like fishing or cycling. Yet, little research in marketing has examined 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, the findings demonstrate that individuals who strongly identify with a particular social category resist automated features when these features hinder the attribution of identity-relevant consumption outcomes to oneself. These findings have substantial theoretical implications for research on identity and on technology, as well as managerial implications for targeting, product innovation, and communication.
AB - Automation is transforming many consumption domains, including everyday activities like cooking or driving, and recreational activities like fishing or cycling. Yet, little research in marketing has examined 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, the findings demonstrate that individuals who strongly identify with a particular social category resist automated features when these features hinder the attribution of identity-relevant consumption outcomes to oneself. These findings have substantial theoretical implications for research on identity and on technology, as well as managerial implications for targeting, product innovation, and communication.
KW - Automation
KW - Identity
KW - Technology
KW - Self
KW - Attribution
U2 - 10.1177/0022243718818423
DO - 10.1177/0022243718818423
M3 - Journal article
VL - 55
SP - 818
EP - 831
JO - Journal of Marketing Research
JF - Journal of Marketing Research
SN - 0022-2437
IS - 6
ER -