The „Research Seminar Series“ held by the WU's Marketing Department helps to connect our Faculty with international scholars from the Marketing field. They are invited to present their latest research and discuss the current trends and developments in all major areas of marketing. The seminar is open to all WU faculties and students.

Talk by Anne Klesse, Erasmus Unversity Rotterdam

Title: “The Psychology of AI”

Consumers frequently receive algorithmic recommendations but which customer segment is particularly appreciative of algorithmic advice?

We show that customers who perceive themselves knowledgeable in a domain value advice more when they believe that it was generated by an algorithm. Importantly, to assure that they can generate accurate recommendations, companies frequently ask consumers to express their preferences, for instance, which movie genres they like and which cuisines they enjoy but do consumers express as diverse preferences as they could? We document that consumers display narrow (rather than diverse) preferences  (i.e., they select a limited number of genres or categories) to algorithms, a phenomenon that we term the “narrow-taste effect”.

For all dates of the upcoming Marketing Research Seminar Series, please click here.

https://www.wu.ac.at/en/marketing/research/research-seminar-series/