The impact of AI identity disclosure on consumer unethical behavior: A social judgment perspective

Tian-Ge Li, Chu-Bing Zhang, Ying Chang and Wei Zheng

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

Abstract: Implementing artificial intelligence (AI) technology has resulted in various advantages but also the emergence of unethical conduct among consumers. This article examines the impact of the disclosure of AI identities on consumer unethical behavior through pilot experiments and three formal experiments. The results indicate that the disclosure of AI agents leads to a higher propensity of consumers, demonstrating unethical behavior compared to when AI agents are undisclosed. Perceived social judgment plays a crucial role in mediating this effect. Additionally, this research ruled out other potential explanatory mechanisms, such as warmth, empathy, and competence. Furthermore, consumers' motive for impression management acts as a moderator. These findings provide valuable insights into the impact of AI identity disclosure on consumer behavior and offer guidance for businesses to mitigate unethical consumer behavior.

Keywords: Artificial intelligence (AI); Identity disclosure; Unethical behavior; Perceived social judgment (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003570

DOI: 10.1016/j.jretconser.2023.103606

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