On 12 May 2022, G. Yalçin will defend her PhD dissertation, entitled: ‘Consumers in the Age of AI: Understanding Reactions Towards Algorithms and Humans in Marketing Research’.
- Promotor
- Co-promotor
- Date
- Thursday 12 May 2022, 10:30 - 12:00
- Type
- PhD defence
- Space
- Senate Hall
- Building
- Erasmus Building
- Location
- Campus Woudestein
Dissertation in short:
Today consumers are increasingly interacting with algorithms and artificial intelligence (AI) technologies instead of or in addition to humans. Holding everything else constant, would merely framing a decision (e.g., an application outcome made about a consumer, a personalized recommendation) as made by an algorithm or a human still change the way consumers react? The goal of this dissertation is to examine whether and why consumers react to algorithms and humans differently. Offering a counterpoint on the pervasive algorithms-are-bad rhetoric in contemporary marketing literature, this dissertation adopts a nuanced perspective on consumers’ reactions towards algorithms and humans and introduces three contextual factors that impact consumers’ reactions. Specifically, it reveals how consumers’ reactions towards algorithms and humans depends on what the outcome of the decision is (Chapter 2), who the consumer is (Chapter 3) and on what type of complexity the decision possesses (Chapter 4).
- More information
The public defence will begin exactly at 10.30 hrs. The doors will be closed once the public defence starts, latecomers may be able to watch on the screen outside. There is no possibility of entrance during the first part of the ceremony. Due to the solemn nature of the ceremony, we recommend that you do not take children under the age of 6 to the first part of the ceremony.
A live stream link has been provided to the candidate.
