Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

Intelligent Systems: Towards understanding the perceived responsibility for managerial decisions in marketing

Published: May 27, 2020


Gioia Volkmar, University of St.Gallen/Institute of Marketing


Intelligent Systems; Responsibility; Marketing Management


Intelligent systems (IS) have become more popular in the last years resulting into an ethical debate whether Artificial Intelligence (AI) is entirely beneficial or should be seen as a threat. This paper focuses on the antecedent drivers of perceived responsibility suchlike sense of ownership and a marketing manager`s involvement when engaging with IS for their decisions. It lays out the impact and degree of responsibility along with the attribution of blame by comparing the outcome made by a human or a machine. The research is divided in two studies: The first study explores the potential of AI and derives four propositions from technology experts and managers. The second examines whether the recommendation for an action (machine or human) has implications on the perceived responsibility and attribution of blame for a negative decision outcome. The results propose theoretical and practical implications which lead to assumptions to improve the acceptance of AI.