KOREASCHOLAR

THE IMPACT OF 'MAGIC VS SCIENTIFIC' AI FRAMING ON PRODUCT EVALUATIONS

Jungsik Son, Yeyi Liu, Dionysius Ang, Aristeidis Theotokis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422375
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.427-431
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper aims to examine the effect of AI framing (i.e., Scientific AI vs Magic AI) on consumers' product evaluation. This study shows that magically framed AI technology may be more beneficial to appeal to product innovativeness when subjective product properties (e.g., personal taste) becomes important. On the contrary, when objective product properties (e.g., functionality) becomes important, scientifically framed AI technology is more likely to generate higher perceived product attractiveness and purchase intention.

Keyword
Artificial intelligenceSubjective productsAI framingMagic AIMetaphor
Author
  • Jungsik Son(United Kingdom, University of Leed)
  • Yeyi Liu(China, Xi'an Jiaotong University & University of Leed)
  • Dionysius Ang(United Kingdom, University of Leed)
  • Aristeidis Theotokis(United Kingdom, University of Leed)