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Does Political Orientation Affect the Evaluation of Artificial Intelligence?

Authors
한혜주박수진이경미
Issue Date
Jun-2021
Publisher
한국마케팅학회
Keywords
political orientation; artificial intelligence (AI); identity threat; human uniqueness
Citation
아시아마케팅저널, v.23, no.2, pp.50 - 67
Indexed
KCI
Journal Title
아시아마케팅저널
Volume
23
Number
2
Start Page
50
End Page
67
URI
https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/190641
DOI
10.15830/amj.2021.23.2.50
ISSN
1598-7868
Abstract
In this study, we propose that political orientation is related to the evaluation of artificial intelligence. Using AI-based medical and legal service providers, we find that the more politically conservative consumers are, the more likely they are to have a lower evaluation of AI-based professional services. Furthermore, we find that the relationship between political conservatism and the evaluation of AI-based services is driven by the extent of the perceived threat that AI poses to human uniqueness. Other potential underlying factors such as the heightened need for control, gender, socioeconomic status, or technology familiarity do not explain this effect.
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서울 부총장(서울) (서울 창의융합교육원)
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