Consumer responses to artificial intelligence

Badis Khalfallah, Tobias Schlager and Valentina Clergue

Chapter 12 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 157-172 from Edward Elgar Publishing

Abstract: Artificial intelligence (AI) has become an integral part of consumers’ everyday lives, representing one of the most significant developments in marketing over recent decades. This chapter reviews recent research on AI and presents a model informed by assemblage theory (Hoffman & Novak, 2018) that illustrates how AI shapes interactions between consumers and firms. It also examines the psychological processes and underlying forces shaping these interactions. Additionally, the chapter explores consumer responses to AI and the key moderating factors, including design and configuration, task-related aspects, and consumer-specific characteristics. The chapter concludes by suggesting a future research agenda.

Keywords: Artificial intelligence; Assemblage theory; Consumer behavior (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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