A recent study led by Washington State University researchers has found that using the term “artificial intelligence” in product descriptions can actually reduce purchase intentions among consumers. The research, published in the Journal of Hospitality Marketing & Management, involved experimental surveys with over 1,000 adults in the US and consistently showed that products described as using artificial intelligence were less popular.
According to Mesut Cicek, clinical assistant professor of marketing and lead author of the study, when AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions. The researchers found that this negative response was even stronger for “high-risk” products and services, such as expensive electronics or medical devices. The study’s findings provide valuable insights for companies, with Cicek advising marketers to carefully consider how they present AI in their product descriptions and focus on describing the features or benefits rather than emphasizing the technology itself.
The Impact of Artificial Intelligence Disclosure on Consumer Behavior
The inclusion of artificial intelligence (AI) in product descriptions has been found to have a negative impact on consumer behavior, according to a study led by Washington State University researchers. The study, published in the Journal of Hospitality Marketing & Management, involved experimental surveys with over 1,000 adults in the U.S. to evaluate the relationship between AI disclosure and consumer behavior.
The findings consistently showed that products described as using artificial intelligence were less popular among consumers. This decrease in popularity was attributed to a decline in emotional trust, which plays a critical role in how consumers perceive AI-powered products. When AI is mentioned, it tends to lower emotional trust, leading to decreased purchase intentions. The researchers found that this negative response to AI disclosure was even stronger for “high-risk” products and services, such as expensive electronics, medical devices, or financial services.
The study’s lead author, Mesut Cicek, emphasized the importance of marketers carefully considering how they present AI in their product descriptions. Rather than emphasizing AI, companies should focus on describing the features or benefits of their products to increase emotional trust among consumers. This approach can help mitigate the negative impact of AI disclosure and ultimately drive sales.
The Role of Emotional Trust in Consumer Behavior
Emotional trust plays a critical role in how consumers perceive AI-powered products, according to the study’s findings. When AI is mentioned in product descriptions, it tends to lower emotional trust, leading to decreased purchase intentions. This decline in emotional trust can be attributed to the uncertainty and anxiety associated with AI technology.
The researchers found that emotional trust was particularly important for “high-risk” products and services, where failure carries more potential risk, including monetary loss or danger to physical safety. In these cases, mentioning AI in product descriptions may make consumers even more wary and less likely to purchase. By emphasizing the features and benefits of their products rather than highlighting AI, companies can increase emotional trust among consumers and ultimately drive sales.
The Impact of AI Disclosure on High-Risk Products
The study’s findings suggest that the negative response to AI disclosure is even stronger for “high-risk” products and services. These products, which include expensive electronics, medical devices, or financial services, are commonly associated with more uncertainty and anxiety among consumers. When AI is mentioned in product descriptions for these types of products, it may exacerbate these feelings, leading to decreased purchase intentions.
The researchers found that the negative impact of AI disclosure on high-risk products was consistent across different product categories. For example, in one experiment, participants were presented with identical descriptions of smart televisions, with the only difference being the inclusion or omission of the term “artificial intelligence.” The group that saw AI included in the product description indicated they were less likely to purchase the television.
Strategies for Mitigating the Negative Impact of AI Disclosure
The study’s findings provide valuable insights for companies looking to mitigate the negative impact of AI disclosure on consumer behavior. Marketers should carefully consider how they present AI in their product descriptions, avoiding the use of AI buzzwords and instead focusing on describing the features or benefits of their products.
By emphasizing the value proposition of their products rather than highlighting AI, companies can increase emotional trust among consumers and ultimately drive sales. Additionally, companies may need to develop strategies to increase emotional trust, particularly for high-risk products where failure carries more potential risk. By doing so, companies can reduce the negative impact of AI disclosure and create a competitive advantage in the market.
Implications for Marketers and Product Developers
The study’s findings have significant implications for marketers and product developers looking to leverage AI technology in their products. Rather than relying on AI buzzwords, companies should focus on creating products that provide tangible benefits to consumers. By doing so, companies can increase emotional trust among consumers and ultimately drive sales.
The researchers’ findings also highlight the importance of considering the potential risks associated with AI technology, particularly for high-risk products. By acknowledging these risks and developing strategies to mitigate them, companies can reduce the negative impact of AI disclosure and create a competitive advantage in the market. Ultimately, the study’s findings provide valuable insights for companies looking to effectively leverage AI technology in their products and drive business success.
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