Customer behavior in the presence of algorithmic marketing agents: The role of hedonic values

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dc.article.number124322
dc.catalogadorpau
dc.contributor.authorChacón, Álvaro
dc.contributor.authorMartínez Troncoso, Carolina
dc.contributor.authorKausel, Edgar E.
dc.date.accessioned2025-09-25T18:19:44Z
dc.date.available2025-09-25T18:19:44Z
dc.date.issued2025
dc.description.abstractArtificial intelligence (AI) marketing agents have increasingly emerged as a viable alternative to human representatives for direct customer interactions. In this research, we investigated customer behaviors in response to sales scenarios managed by AI agents considering individual customers' values. In three pre-registered studies, we examined the willingness of 1417 participants to engage in promotional activities related to purchasing real estate and vehicles. Using regression and simple slope analyses, we examined how the interaction among agents (human or algorithm), response types (negative or positive), and customers' hedonic values influence the likelihood of becoming promoters. Our results revealed a moderation effect in which the relationship between the type of marketing agent and the response type was influenced by customers' hedonic values. We found a positive relationship between hedonic values and promotion behavior when negative feedback was delivered by a human agent and when positive feedback came from an algorithmic agent. In contrast, algorithmic agents tend to elicit flatter responses across hedonic levels when delivering negative feedback, indicating reduced emotional engagement but also less potential for dissatisfaction. These insights emphasize the importance of aligning the source of communication with individual consumer characteristics to enhance customer promotion.
dc.format.extent15 páginas
dc.fuente.origenORCID
dc.identifier.doi10.1016/j.techfore.2025.124322
dc.identifier.urihttps://doi.org/10.1016/j.techfore.2025.124322
dc.identifier.urihttps://repositorio.uc.cl/handle/11534/105764
dc.information.autorucEscuela de Ingeniería; Martínez Troncoso, Carolina; S/I; 1213458
dc.information.autorucEscuela de Administración; Kausel, Edgar E.; S/I; 685
dc.language.isoen
dc.nota.accesocontenido parcial
dc.revistaTechnological Forecasting and Social Change
dc.rightsacceso restringido
dc.subjectCustomer behavior
dc.subjectAI marketing agent
dc.subjectAlgorithmic marketing agent
dc.subjectHedonism
dc.subjectAlgorithm aversion
dc.subject.ddc330
dc.subject.deweyEconomíaes_ES
dc.subject.ods09 Industry, innovation and infrastructure
dc.subject.odspa09 Industria, innovación e infraestructura
dc.titleCustomer behavior in the presence of algorithmic marketing agents: The role of hedonic values
dc.typeartículo
dc.volumen220
sipa.codpersvinculados1213458
sipa.codpersvinculados685
sipa.trazabilidadORCID;2025-09-22
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