Too smart to matter? The psychological meaning of cognitive labor in consumer resistance to AI

Sreejesh S, Irfan Shamim and Omkumar Krishnan

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

Abstract: As artificial intelligence systems increasingly mediate consumer decision-making, understanding psychological resistance to full AI autonomy becomes imperative. Across five experiments, this research introduces and empirically validates the construct of meaning of cognitive labor —the extent to which individuals derive meaning from engaging in cognitively demanding tasks—as a critical barrier to AI adoption. Study 1 establishes that high-meaning of cognitive labor consumers show greater resistance to fully autonomous AI systems, a pattern attenuated when decisions remain human-driven. Study 2 identifies perceived loss of meaning as the mediating mechanism explaining this resistance. Study 3 demonstrates that resistance can be mitigated when AI systems highlight alternative sources of meaningful cognitive engagement. Study 4 reveals that autonomy threat and reduced cognitive engagement also mediate AI resistance, particularly under high task complexity. Finally, Study 5 shows that consumers high in need for cognition are most vulnerable to autonomy-driven disengagement, but that cognitive collaboration framing can restore agency and increase adoption. Together, these studies develop a comprehensive psychological account of consumer-AI interactions, extending theories of meaning maintenance, autonomy, and cognitive motivation while offering actionable strategies for human-centered AI system design.

Keywords: Artificial intelligence; Meaning of cognitive labour; AI adoption; Autonomy threat; Perceived meaning loss; Task complexity; Need for cognition; Cognitive collaboration; Human-AI interaction (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001912

DOI: 10.1016/j.jretconser.2025.104412

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