Does Consumer Promiscuity Influence Purchase Intent? The Role of Artificial Intelligence (AI), Change Seeking, and Pride

Patrick van Esch and Yuanyuan (Gina) Cui

Journal of the Association for Consumer Research, 2021, vol. 6, issue 3, 394 - 401

Abstract: Literature has examined sexual promiscuity as a maladaptive outcome. In this research, we investigate promiscuity vis-à-vis choice of checkout mode (type) and purchase intent. In a retail setting, across two field studies and one online experiment, we find that retail checkouts enabled with artificial intelligence (AI) stimulate higher purchase intent but only for low promiscuous consumers (Study 1). This effect is driven by change-seeking motivation for this specific segment of consumers (Study 2). We further determine that this unintended effect of promiscuity and checkout mode is present for low promiscuous consumers experiencing a low level of pride at the checkout but not for those possessing a high level of pride (Study 3). The article concludes with contributions to and implications for theory and practice and a research agenda to guide future inquiries in this underresearched area.

Date: 2021
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