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EMAC 2024 Annual


THE IMPACT OF 'MAGIC VS SCIENTIFIC' AI FRAMING ON PRODUCT EVALUATIONS
(A2024-119879)

Published: May 28, 2024

AUTHORS

JUNGSIK SON, University of Leeds; Aristeidis Theotokis, University of Leeds; Dionysius Ang, Leeds University Business School ; Yeyi Liu, Xi'an Jiaotong University

ABSTRACT

This paper aims to examine the effect of AI framing (i.e., Scientific AI vs Magic AI) on consumers' product evaluation. This study shows that scientifically framed AI technology may be more beneficial to appeal to product evaluation when objective product properties (e.g., functionality) become important. However, the positive effect of scientific AI framing was diminished when subjective product properties (e.g., personal taste) became important. We found that the effect of AI framing on product evaluation can be mediated by the perceived lack of AI transparency and moderated by product type (uniqueness versus performance-oriented product).