Responses to Automation (01-04-19)

Leung and colleagues studied individuals’ responses to automation.  They determined that  “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.”  For more on identity, review this webpage: https://en.wikipedia.org/wiki/Identity_(social_science)

Eugina Leung, Gabriele Paolacci, and Stefano Puntoni. 2018.  “Man Versus Machine:  Resisting Automation in Identity-Based Consumer Behavior.”  Journal of Marketing Research, vol. 55, no. 6, pp. 818-831, https://doi.org/10.1177/0022243718818423