Gonçalves, Ana RitaPinto, Diego CostaShuqair, SalehMattila, Anna S.2023-12-202023-12-202023-05-242709-1589PURE: 78795129PURE UUID: 526d2381-9f0e-4960-85e4-59120fe1d842ORCID: /0000-0003-4418-9450/work/152551821http://hdl.handle.net/10362/161502Gonçalves, A. R., Pinto, D. C., Shuqair, S., & Mattila, A. S. (2023). Artificial Intelligence and Decision Autonomy In Streaming Platforms. In Proceedings of the European Marketing Academy, 52nd [113999] European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2023-113999.pdfDrawing on the expectation–confirmation theory and autonomy in AI, this research investigates how AI-based choices (vs. own choice) have detrimental effects on consumers' autonomy. A series of experimental studies suggest that AI choices reduce consumer satisfaction, highlighting the underlying mechanism of performance expectancy. In addition, while a mismatch in AI decision-making (i.e., a disjoint between consumers' preferences and AI choices) might backfire, the negative effects of AI decision-making on consumers' outcomes are mitigated when AI choices match consumers' preferences. By doing so, we make significant theoretical and practical contributions to research on consumers' sense of autonomy while interacting with AI.11283304engArtificial IntelligenceAutonomyDecision-MakingSDG 8 - Decent Work and Economic Growthconference objecthttps://proceedings.emac-online.org/pdfs/A2023-113999.pdf