<scp>AI</scp> marketing and <scp>AI</scp>‐based promotions impact on consumer behavior and the avoidance of consumer autonomy threat

Spais, George; Phau, Ian; Jain, Varsha

doi:10.1002/cb.2248

J of Consumer Behaviour

2023

DOI: 10.1002/cb.2248

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AI marketing and AI‐based promotions impact on consumer behavior and the avoidance of consumer autonomy threat

George Spais,

Ian Phau,

Varsha Jain

Abstract: AI marketing and AI-based promotions impact on consumer behavior and the avoidance of consumer autonomy threat 1 | INTRODUCTION AI-powered marketing is increasingly popular in various industries, as it reduces costs, increases revenue, and boosts customer satisfac-

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2024

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Cited by 7 publications

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Xiao,

Hasford

2024

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Whereas consumer satisfaction is critical for the success of services, we research how providers evaluate customers in the sharing economy represented by the rideshare marketplace. We examine anticipated customer evaluation (ACE) as the underlying link and the provider's sense of power as a moderator for the relationship between customer ingratiation and provider evaluations. We first conducted a field pilot study and analyzed the content of rideshare trips described by drivers. Then, we tested the conceptual framework in four experiments that manipulated different rideshare customer behaviors (self‐presentation, other‐enhancement, and customer conformity). Our study contributes to the consumer research literature by examining provider evaluation and discovering the peer‐to‐peer (P2P) dynamic evaluation mechanisms that adopt a two‐way rating system.

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Mixing customer ingratiation into evaluation: How service providers judge and evaluate rideshare experiences

Xiao,

Hasford

2024

J of Consumer Behaviour

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Consumers' adoption intention to Metaverse applications: An exploration through fsQCA approach

Yuan,

Shah,

2024

J of Consumer Behaviour

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Metaverse is an emergent technology that facilitates consumer interaction and participation in various activities within an integrated virtual environment. Considering the Metaverse's swift growth, comprehension of the perspectives and inclinations of its prospective users is critical. Considering configuration and complexity theories, this article examines the causal patterns of factors and fragmented perspectives concerning using Metaverse applications (M‐apps). It does so by examining how functional (ease of use, privacy), social (interactivity, presence), and personality (locus of control, openness to experience) factors combine as causal configurations to describe consumer adoption (MTA). Hence, fuzzy‐set qualitative comparative analysis is employed to empirically examine the proposed configurational model by analyzing a sample of 372 Chinese consumers of different M‐Apps. The notable MTA was determined to be explained under four distinct solutions with varying configurations of function, social, and personality in various combinations. The findings of this paper's complexity analysis constitute a scholarly and practical contribution to consumer acceptance of M‐apps, allowing for the customization of Metaverse functionality to meet every consumer's needs.

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Social media influencers and immersive technologies for dynamic consumer behavior

Spais,

Jain,

Ford

2024

J of Consumer Behaviour

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AI marketing and AI‐based promotions impact on consumer behavior and the avoidance of consumer autonomy threat

Abstract: AI marketing and AI-based promotions impact on consumer behavior and the avoidance of consumer autonomy threat 1 | INTRODUCTION AI-powered marketing is increasingly popular in various industries, as it reduces costs, increases revenue, and boosts customer satisfac-

Cited by 7 publications

References 7 publications

Mixing customer ingratiation into evaluation: How service providers judge and evaluate rideshare experiences

Mixing customer ingratiation into evaluation: How service providers judge and evaluate rideshare experiences

Consumers' adoption intention to Metaverse applications: An exploration through fsQCA approach

Social media influencers and immersive technologies for dynamic consumer behavior

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