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AI-powered recommendations: the roles of perceived similarity and psychological distance on persuasion
International Journal of Advertising ( IF 5.888 ) Pub Date : 2021-10-26 , DOI: 10.1080/02650487.2021.1982529
Jungyong Ahn 1 , Jungwon Kim 2 , Yongjun Sung 2
Affiliation  

Abstract

Artificial intelligence (AI) plays various roles in our daily lives, such as personal assistant, salesperson, and virtual counselors; thus, it stands out in various fields as a recommendation agent. This study explored the effects of perceived similarity and psychological distance on the persuasion of AI recommendation agents through two experiments. Results of Experiment 1 elucidated that individuals feel more psychologically distant when they interact with AI recommendation agents than with human agents as a result of a different level of perceived similarity. Furthermore, psychological distance plays a mediating role in determining the effectiveness of desirability- vs. feasibility-focused messages in health-related issues. In Experiment 2, we manipulated the AI speaker's level of perceived similarity via anthropomorphism and found that the AI's recommendation with secondary (vs. primary) features is more effective when AI is humanized, and the reverse was found in non-humanized AI conditions. Both theoretical and managerial implications are provided.



中文翻译:

人工智能驱动的推荐:感知相似性和心理距离在说服中的作用

摘要

人工智能(AI)在我们的日常生活中扮演着各种各样的角色,例如私人助理、销售人员和虚拟顾问;因此,它作为推荐代理在各个领域中脱颖而出。本研究通过两个实验探讨了感知相似度和心理距离对人工智能推荐代理的说服力的影响。实验 1 的结果表明,由于感知到的相似性水平不同,个人在与 AI 推荐代理交互时比与人类代理交互时在心理上感觉更疏远。此外,心理距离在确定健康相关问题中以可取性与可行性为重点的信息的有效性方面起着中介作用。在实验 2 中,我们操纵了 AI 扬声器' 通过拟人化研究了感知相似度的水平,发现当 AI 人性化时,具有次要(相对于主要)特征的 AI 推荐更有效,而在非人性化的 AI 条件下则发现相反。提供了理论和管理意义。

更新日期:2021-12-30
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