Resistance To Medical Artificial Intelligence

Longoni, C., Bonezzi, A., & Morewedge, C. K. Resistance to Medical Artificial Intelligence. Journal of Consumer Research, Forthcoming.

68 Pages Posted: 22 Apr 2019

See all articles by Chiara Longoni

Chiara Longoni

Boston University, Questrom School of Business

Andrea Bonezzi

New York University (NYU) - Leonard N. Stern School of Business

Carey Morewedge

Boston University, Questrom School of Business

Date Written: April 21, 2019

Abstract

Artificial intelligence (AI) is revolutionizing healthcare, but little is known about consumer receptivity toward AI in medicine. Consumers are reluctant to utilize healthcare provided by AI in real and hypothetical choices, separate and joint evaluations. Consumers are less likely to utilize healthcare (study 1), exhibit lower reservation prices for healthcare (study 2), are less sensitive to differences in provider performance (studies 3A-3C), and derive negative utility if a provider is automated rather than human (study 4). Uniqueness neglect, a concern that AI providers are less able than human providers to account for their unique characteristics and circumstances, drives consumer resistance to medical AI. Indeed, resistance to medical AI is stronger for consumers who perceive themselves to be more unique (study 5). Uniqueness neglect mediates resistance to medical AI (study 6), and is eliminated when AI provides care (a) that is framed as personalized (study 7), (b) to consumers other than the self (study 8), or (c) only supports, rather than replaces, a decision made by a human healthcare provider (study 9). These findings make contributions to the psychology of automation and medical decision making, and suggest interventions to increase consumer acceptance of AI in medicine.

Keywords: automation, artificial intelligence, healthcare, uniqueness, medical decision making

Suggested Citation

Longoni, Chiara and Bonezzi, Andrea and Morewedge, Carey, Resistance To Medical Artificial Intelligence (April 21, 2019). Longoni, C., Bonezzi, A., & Morewedge, C. K. Resistance to Medical Artificial Intelligence. Journal of Consumer Research, Forthcoming. , Available at SSRN: https://ssrn.com/abstract=3375716

Chiara Longoni (Contact Author)

Boston University, Questrom School of Business ( email )

United States

Andrea Bonezzi

New York University (NYU) - Leonard N. Stern School of Business ( email )

44 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

Carey Morewedge

Boston University, Questrom School of Business ( email )

595 Commonwealth Ave
614, Marketing Department
Boston, MA 02215
United States

HOME PAGE: http://careymorewedge.com

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