Consumer Reactions to Generative AI: An Exploratory Study Using Neuroscientific Techniques

Veronica Capone (), Chiara Bartoli (), Alberto Mattiacci () and Patrizia Cherubino ()
Additional contact information
Veronica Capone: Sapienza University of Rome
Chiara Bartoli: Luiss Guido Carli University
Alberto Mattiacci: Sapienza University of Rome
Patrizia Cherubino: Sapienza University of Rome

A chapter in Advances in Digital Marketing and eCommerce, 2024, pp 54-62 from Springer

Abstract: Abstract Generative AI is progressively revolutionising consumer thinking and behaviour. The aim of this article is to understand consumer reactions to the use of Gen AI. To achieve the research objective, a sample of 36 participants took a test designed to assess their interaction with ChatGPT, using neuroscientific techniques (eye-tracker and facial expression analysis), and a survey. By comparing conscious and unconscious responses (through neuroscientific techniques), the study provides clues as to how GAI influences consumer behaviour. The results show that consumers might still not be entirely happy to integrate GAI into their experience. In fact, the study reveals that the interaction with this technology also arouses negative subconscious emotions of sadness in consumers. Although consumers feel Gen AI is a useful and functional tool for collecting information about products/services, they may not fully accept personalised recommendations from this GAI and still prefer human contact in their shopping experience. This study therefore allows to gain more understanding of how consumers react to the use of GAI, providing certain valuable insights to marketing managers implementing GAI projects and adding theoretical knowledge about consumer relationships with Artificial Intelligence.

Keywords: Generative artificial intelligence; GAI; Consumer behaviour; ChatGPT; Neuromarketing; Consumer reaction (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-62135-2_7

Ordering information: This item can be ordered from
http://www.springer.com/9783031621352

DOI: 10.1007/978-3-031-62135-2_7

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().