Contributions published at Quantitative Marketing (Anne Scherer)

Delegation is an important part of organizational success and can be used to overcome personal shortcomings and draw upon the expertise and abilities of others. However, delegation comes with risks and uncertainties, as it entails a transfer of power and loss of control. Indeed, research has documented that people tend to under-delegate to other humans, often leading to poor decisions and ultimately negative economic consequences. Today, however, people are faced with a new delegation choice: Artificial Intelligence (AI). Fueled by Big Data, AI is rapidly becoming more intelligent and frequently outperforming human forecasters and decision-makers. Given this evolution of computational autonomy, researchers need to revisit the hows and whys of decision delegation and clarify not only whether people are willing to cede control to AI agents but also whether AI can reduce the under-delegation that is especially pronounced when people are faced with decisions that spur a high desire for control. By linking research on decision delegation, social risk, and control premium to the emerging field of trust in AI, we propose and find that people prefer to delegate decisions to AI as compared to human agents, especially when decisions entail losses (Studies 1–3). Results further illuminate the underlying psychological process involved (Study 1 and 2) and show that process transparency increases delegation to humans but not to AI (Study 3). These findings have important implications for research on trust in AI and the applicability of autonomous AI systems for managers and decision makers.

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This study clarifies the marketing discipline's conceptualization of place by presenting a revised perspective and conceptual framework of place, referred to as REPLACE. Drawing from resource exchange theory and attention restoration theory, the framework problematizes the assumption that places are merely physical locales by foregrounding how places can become inseparable aspects of consumers' lives. We present an alternative resource-based perspective of place, namely as a repository of resources that are potentially available to consumers through exchange processes. These exchange processes, and the complexity of the offered resources, influence consumers' relationship with a locale as well as their sense of well-being. With this alternative perspective, we bridge the place concept to public health and extend the understanding of attachment in service settings.