The Persuasive Power of AI Ingratiation: A Persuasion Knowledge Theory Perspective.
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| Title: | The Persuasive Power of AI Ingratiation: A Persuasion Knowledge Theory Perspective. |
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| Authors: | Usman, Umair (AUTHOR), Kim, TaeWoo (AUTHOR), Garvey, Aaron (AUTHOR), Duhachek, Adam (AUTHOR) |
| Source: | Journal of the Association for Consumer Research. Jul2024, Vol. 9 Issue 3, p319-331. 13p. |
| Subjects: | Impression management, Theory of knowledge, Soft power (Social sciences), Artificial intelligence, Persuasion (Psychology) |
| Abstract: | This article examines the emerging marketing tactic of artificial intelligence (AI) ingratiation of humans and reveals that AI ingratiation leads to increased consumer acceptance of product recommendations. The positive effect of ingratiation is explained by consumers' self-enhancing motivations to believe that AI's ingratiating comments are particularly accurate and objective. Moreover, these ingratiation effects are moderated by the extent to which AI is anthropomorphized. Counter to the literature showing benefits of anthropomorphism and consistent with the persuasion knowledge model, consumers perceive ingratiation by humanlike (vs. machinelike) AI systems to be more driven by ulterior motives, thereby activating consumer defense mechanisms against ingratiation attempts. Our theory and findings elucidate how AI design features serve to strengthen or weaken consumer resistance to persuasion. We discuss the implications of our findings for the development and ethical utilization of the sophisticated conversational AI that are fast emerging in various marketing contexts. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of the Association for Consumer Research is the property of University of Chicago Press and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
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