KOREASCHOLAR

USING AN ALGORITHM TO IDENTIFY CULTURAL ANTECEDENTS OF SUPPORT FOR ALGORITHMS: THE ROLE OF POWER DISTANCE

Abhishek Sheetal, Lijun Shirley Zhang, Shilpa Madan, Krishna Savani
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422723
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.690
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Algorithms are rapidly altering the way society operates (SIOP, 2020). Algorithms are used in modern businesses for tasks such as hiring, advising investors on financial matters, recommending new products to customers (Shankar, 2018). However, lay people frequently oppose them, a phenomenon known as algorithm aversion (e.g., Dietvorst et al., 2015). While prior research tries to address this issue by identifying cognitive and affective predictors of algorithm aversion, we seek to contribute to the algorithm aversion literature by investigating an understudied antecedent of people’s support for algorithm adoption—their cultural values (Dietvorst & Bartels, 2022).

Keyword
AlgorithmsAlgorithm AversionPower DistanceFairnessNeural Networks
Author
  • Abhishek Sheetal(The Hong Kong Polytechnic University, Hong Kong)
  • Lijun Shirley Zhang(The University of Leeds, UK)
  • Shilpa Madan(Virginia Tech, USA)
  • Krishna Savani(The Hong Kong Polytechnic University, Hong Kong)