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Let the Machine Decide: When Consumers Trust or Distrust Algorithms

Noah Castelo, Maarten W. Bos, Donald Lehmann
EventSciendo: NIM Marketing Intelligence Review | Volume 11: Issue 2
Research AreasComputational Social Science

An investigation of trust in algorithms:

In a series of six experiments with over 56,000 participants we investigated what makes consumers rely on algorithms. We found that consumers tended to rely on algorithms for objective, less consequential tasks and for tasks they already had experience with. Further, we found ways to encourage reliance on algorithms.

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