Artificial Intelligence (AI) Implications for Marketing: The Role of Identity Based Motivation

Abstract

In a series of thirteen studies, including a qualitative and neurophysiologic study, this thesis explores the different implications of artificial intelligence (AI) outcomes on consumers’ self and identity. In particular, chapter 2 introduces the dilemmas, tensions, or contradictions that can arise from the interaction between AI technology and consumers’ reduced autonomy and opens the research for the first consequences of those tensions, namely, on satisfaction and performance expectancy. Chapter 3 advances how the inner self, through differentiation motives, can shape consumers’ willingness to receive luxury hospitality recommendations and provide insights into how immersive technologies using AI can shape luxury value and consumer differentiation. Chapter 4 reveals the unique underlying mechanism of smart service failures: consumers' self-identification. It explores the impact of AI classification failures on consumers' self-identification and how self-expression shapes this impact. Chapter 5 explores the role congruity and the consumers’ rejection sensitivity to process AI rejections and how it shapes their satisfaction. Taken together, the findings have critical implications for researchers and managers on how to mitigate the downstream consequences of AI on consumers’ self and how to deal with different saliences of identity.