“Artificial Intelligence and Persuasion: A Construal-Level Account” by TaeWoo Kim and Adam Duhachek

“Artificial Intelligence and Persuasion: A Construal-Level Account” by TaeWoo Kim and Adam Duhachek

 

Whereas more individuals are relying on information provided by non-human agents, such as artificial intelligence and robots, little research has examined how persuasion attempts made by non-human agents may differ from persuasion attempts made by human agents.Drawing on construal level theory, we posit that individuals will perceive artificial agents at a low-level construal, which directs individuals’ focus towards “how” these agents implement actions to serve humans. Further, we posit that interactions with such agents drive individuals to adopt a low-level construal mindset more generally. We show these construal-based differences impact compliance with persuasive messages made by artificial agents such that these messages are more effective when the message represents low- (vs. high-) level construal features. We find these effects are moderated by the extent to which an artificial agent can independently learn from its environment (i.e., machine learning), as learning defies people’s lay theories about artificial agents.

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