Navigating Risks in the Age of Smart Technologies
(A2025-126210)

AUTHORS

Jonas Goergen, University of St. Gallen; Vaishnavi Kale, IE Business School, IE University, Madrid; Diogo Koch Alves, Bayes Business School; Jenny Zimmermann, EDHEC Business School

ABSTRACT

Session Abstract This session explores the consumer-technology intersection, advancing the literature on how consumers perceive and react to smart technology. From robot vacuums to smartphones and drones, the papers uncover adoption barriers and interaction outcomes rooted in perceived risks, dangers, and threats of technology. In doing so, this session provides guidance for academics and practitioners on how to navigate risks in the age of smart technologies. “The Zero-Sum Autonomy Mindset: Why Autonomy of New Technologies Can Backfire” by J. Görgen* (University of St.Gallen), E. de Bellis (University of St.Gallen), G. Nyilasy (University of Melbourne) This paper uncovers a paradox: technology autonomy, intended to enhance adoption, often hinders it. Seven studies reveal a zero-sum autonomy mindset, where technology autonomy threatens consumer autonomy, and propose two mitigation strategies. “Toward Customer-Centric Motion Design: How Regular Motion Paths Increase Liking” by J. Zimmermann* (EDHEC Business School), E. de Bellis (University of St.Gallen), R. Hofstetter (University of St.Gallen), S. Puntoni (The Wharton School) For arguably the first time, products can move autonomously across space to complete tasks without human intervention (“self-moving products”). Laboratory and online experiments demonstrate that regular (vs. irregular) motion paths enhance attitudes toward self-moving products by enhancing perceived performance and mitigating perceived threat. “Who Takes the Wheel? Exploring Consumers’ Preferences for Service Functioning-Drones” by V. Kale* (IE Business School), E. Sayin (IE Business School), S. Beninger (Nyenrode Business University) As drones transform delivery, this paper finds that consumers consistently prefer human-operated over AI-operated drones due to the perceived danger of the latter. This preference persists across hedonic and utilitarian products. “Devices and Social Decisions: The Smartphone’s Effect on Risk Taking” by D. K. Alves*(Bayes Business School), A. Valenzuela (Baruch College, City University of New York) This paper finds that smartphones (vs. PCs) make consumers less likely to take social risks, such as choosing bold gifts. The reluctance stems from reduced perceived social benefits, particularly for public decisions where smartphones heighten social awareness.