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Behavioral and neural evidence on consumer responses to human doctors and medical artificial intelligence
Psychology and Marketing ( IF 5.507 ) Pub Date : 2021-01-08 , DOI: 10.1002/mar.21445
Jin Ho Yun 1 , Eun‐Ju Lee 1, 2 , Dong Hyun Kim 1
Affiliation  

Will consumers accept artificial intelligence (AI) as a medical care provider? On the basis of evolution theory, we investigate the implicit psychological mechanisms that underlie consumers’ interactions with medical AI and a human doctor. In a behavioral investigation (Study 1), consumers expressed a positive intention to use medical AI's healthcare services when it used personalized rather than mechanical conversation. However, neural investigation (Study 2) using functional magnetic resonance imaging revealed that some consumers’ implicit attitudes toward medical AI differed from their expressed behavioral intentions. The brain areas linked with implicitly apathetic emotions were activated even when medical AI used a personalized conversation, whereas consumers’ brains were activated in areas associated with prosociality when they interacted with a human doctor who used a personalized conversation. On the basis of our neural evidence, consumers perceive an identical personalized conversation differently when it is offered by a medical AI versus a human doctor. These findings have implications for the area of human–AI interactions and medical decision‐making and suggest that replacing human doctors with medical AI is still an unrealistic proposition.

中文翻译:

消费者对人类医生和医学人工智能的反应的行为和神经证据

消费者会接受人工智能(AI)作为医疗保健提供者吗?基于进化理论,我们研究了隐含的心理机制,这些机制是消费者与医学AI和人类医生互动的基础。在行为调查(研究1)中,消费者表达了使用医疗AI的医疗保健服务(当它使用个性化而非机械性交谈时)的积极意愿。但是,使用功能磁共振成像的神经调查(研究2)显示,一些消费者对医疗AI的内在态度与他们表达的行为意图不同。即使医学AI使用个性化对话,与隐性冷漠情绪相关的大脑区域也会被激活,而当消费者与使用个性化对话的人类医生互动时,消费者的大脑就会在与亲密关系相关的区域被激活。根据我们的神经学证据,当医疗AI和人类医生提供相同的个性化对话时,消费者对它的理解会有所不同。这些发现对人与人工智能的互动和医学决策领域具有影响,并表明用医学人工智能替代人类医生仍然是不现实的主张。
更新日期:2021-03-09
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