Document Type
Conference Proceeding
Publication Date
Spring 2-6-2024
Abstract
Marketing environment becomes more dynamic with technology advancement and the salience of political identity. Yet how political identity influences consumers’ interaction with technology, particularly with AI, remains unknown. This study examines this important question and proposes that political identity can have a subtle influence on consumers’ intention to interact with AI. Specifically, conservatives are more likely to have a favorable intention to interact with chatbots, a better evaluation of customers, and a more positive brand attitude. The findings of our research will contribute to the nuanced understanding about political identity and human technology interaction.
Recommended Citation
Thomas, M., & Li, Y. (2024). Unraveling the impact of political identity on artificial intelligence interactions. The 2024 Association of Marketing Theory and Practice Proceedings, 30. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/30
