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Colloquium Information Systems and Marketing Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior.
Jan. 30, 2019, 17:30 - 18:30
Raum 115, Gebäude 20.21 (SCC)
 

Euginia Leung, Rottderam School of Management, Erasmus University

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

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.

 
Speaker
Euginia Leung

Rotterdam School of Management, Erasmus University
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