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- W4377012359 abstract "Building on anthropomorphism and regulatory focus theories, this research examines the effect of humanizing artificial intelligence (AI)-powered robo-advisors on investment behaviors. Across three experimental studies, the authors find that when financial service marketers design robo-advisors to resemble humans rather than machines, prevention-focused consumers are motivated to invest more money. However, this effect disappears among promotion-focused consumers. Perceived certainty of investment advice is shown to mediate the interactive effect of robo-advisor anthropomorphism and regulatory focus. Theoretical insights and practical implications for using robo-advisors in financial service marketing strategies are discussed." @default.
- W4377012359 created "2023-05-19" @default.
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- W4377012359 date "2023-09-01" @default.
- W4377012359 modified "2023-10-14" @default.
- W4377012359 title "Ai robo-advisor anthropomorphism: The impact of anthropomorphic appeals and regulatory focus on investment behaviors" @default.
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- W4377012359 doi "https://doi.org/10.1016/j.jbusres.2023.114039" @default.
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