Explaining how algorithms work reduces consumers' concerns regarding the collection of personal data and promotes AI technology adoption. Issue 10 (28th June 2022)

• Record Type: Journal Article
• Authors: Querci, Ilaria; Barbarossa, Camilla; Romani, Simona; Ricotta, Francesco
• Is Part Of: Psychology & marketing. Volume 39:Issue 10(2022)
• Page Start: 1888
• Page End: 1901
• Publication Date: 2022-06-28
• Subjects: adoption of AI technologies -- data collection concerns -- mechanistic explanations of AI algorithms -- privacy; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21705
• Languages: English
• ISSNs: 0742-6046

Abstract

Abstract: Consumers' concerns about how companies gather and use their personal data can impede the widespread adoption of artificial intelligence (AI) technologies. This study demonstrates that mechanistic explanations of AI algorithms can inhibit such data collection concerns. Four independent online experiments show a negative effect of detailed mechanistic explanations on data collection concerns (Studies 1a and 1b), as well as mediating influences of a subjective understanding of how AI algorithms work (Study 2) and increased the likelihood to adopt AI technologies after data collection concerns have been mitigated (Study 3). These findings contribute to research on consumer privacy concerns and the adoption of AI technologies, by identifying (1) a new inhibitor of data collection concerns, namely, mechanistic explanations of AI algorithms; (2) the psychological mechanisms underlying mechanist explanation effects; and (3) how diminished data collection concerns promote AI technology adoption. These insights can help companies design more effective communication strategies that reduce the perceived opacity of AI algorithms, reassure consumers, and encourage their adoption of AI technologies.