<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Thanks to the rapid progress in the field of artificial intelligence algorithms are able to accomplish an increasingly comprehensive list of tasks, and often they achieve better results than human experts. Nevertheless, many consumers have ambivalent feelings towards algorithms and tend to trust humans more than they trust machines. Especially when tasks are perceived as subjective, consumers often assume that algorithms will be less effective, even if this belief is getting more and more inaccurate.</p>
<p>To encourage algorithm adoption, managers should provide empirical evidence of the algorithm’s superior performance relative to humans. Given that consumers trust in the cognitive capabilities of algorithms, another way to increase trust is to demonstrate that these capabilities are relevant for the task in question. Further, explaining that algorithms can detect and understand human emotions can enhance adoption of algorithms for subjective tasks.</p>
</abstract>

Thanks to the rapid progress in the field of artificial intelligence algorithms are able to accomplish an increasingly comprehensive list of tasks, and often they achieve better results than human experts. Nevertheless, many consumers have ambivalent feelings towards algorithms and tend to trust humans more than they trust machines. Especially when tasks are perceived as subjective, consumers often assume that algorithms will be less effective, even if this belief is getting more and more inaccurate.
To encourage algorithm adoption, managers should provide empirical evidence of the algorithm’s superior performance relative to humans. Given that consumers trust in the cognitive capabilities of algorithms, another way to increase trust is to demonstrate that these capabilities are relevant for the task in question. Further, explaining that algorithms can detect and understand human emotions can enhance adoption of algorithms for subjective tasks.

Let the Machine Decide: When Consumers Trust or Distrust Algorithms

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Let the Machine Decide: When Consumers Trust or Distrust Algorithms"}

Thanks to the rapid progress in the field of artificial intelligence algorithms are able to accomplish an increasingly comprehensive list of tasks, and often...

Let the Machine Decide: When Consumers Trust or Distrust Algorithms

Published Online: Nov 15, 2019

Page range: 24 - 29

DOI: https://doi.org/10.2478/nimmir-2019-0012

Keywords
Algorithms, Algorithm Aversion, Algorithm Adoption, Task Objectiveness, Human-likeness, Trust

© 2019 Noah Castelo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Let the Machine Decide: When Consumers Trust or Distrust Algorithms

Published Online: Nov 15, 2019

Page range: 24 - 29

DOI: https://doi.org/10.2478/nimmir-2019-0012

KeywordsAlgorithms, Algorithm Aversion, Algorithm Adoption, Task Objectiveness, Human-likeness, Trust

© 2019 Noah Castelo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Algorithms, Algorithm Aversion, Algorithm Adoption, Task Objectiveness, Human-likeness, Trust