Roland T Rust

Biographic Data

ID	284802
NAME	Roland T Rust
GIVEN NAMES	Roland T
FAMILY NAME	Rust
SIGNATURE	RUST R T
AFFILIATIONS	Department of Marketing, University of Maryland.
ORCID	0000-0003-2433-7719
VERIFIED	Yes
TOTAL WORKS	5
TOTAL CITATIONS	58
AUTHOR COUNT	3
EDITOR COUNT	2
FIRST PUBLICATION YEAR	2004
LATEST PUBLICATION YEAR	2025
H-INDEX	3

The GenAI Future of Consumer Research
Open AccessMin-Hsiung Huang, Roland T Rust et al.ARTICLEJournal of Consumer Research2025Cited by: 3References: 23
We develop a novel generative AI (GenAI) trajectory, 'democratization-average trap-model collapse,' to identify data and model challenges posed by GenAI, from which we project the GenAI future of consumer research. This trajectory consists of three key phenomena: democratization broadens consumer participation, the average trap produces generic responses, and model collapse occurs when GenAI outputs lose human sensibilities. Data and model challe…
Unveiling the Mind of the Machine
Open AccessMelanie Clegg, Reto Hofstetter et al.ARTICLEJournal of Consumer Research2024Cited by: 3References: 73
Previous research has shown that consumers respond differently to decisions made by humans versus algorithms. Many tasks, however, are not performed by humans anymore but entirely by algorithms. In fact, consumers increasingly encounter algorithm-controlled products, such as robotic vacuum cleaners or smart refrigerators, which are steered by different types of algorithms. Building on insights from computer science and consumer research on algori…
Handbook of Service Marketing Research
Roland T Rust, MING-HUI HUANGBOOKHandbook of Service Marketing…2014
Feature Fatigue
Open AccessDebora Viana Thompson, Rebecca W Hamilton et al.ARTICLEJournal of Marketing Research2005
As technology advances, it becomes more feasible to load products with a large number of features, each of which individually might be perceived as useful. However, too many features can make a product overwhelming for consumers and difficult to use. Three studies examine how consumers balance their desires for capability and usability when they evaluate products and how these desires shift over time. Because consumers give more weight to capabil…
Willingness‐to‐pay for Crime Control Programs
Open AccessMary Ann Cohen, Mark A Cohen et al.ARTICLECriminology2004Cited by: 52References: 10
This paper reports on a new methodology to estimate the “cost of crime.” It is adapted from the contingent valuation method used in the environmental economics literature and is itself used to estimate the public's willingness to pay for crime control programs. In a nationally representative sample of 1,300 U.S. residents, we found that the typical household would be willing to pay between $100 and $150 per year for programs that reduced specific…

Willingness‐to‐pay for Crime Control Programs
Open AccessMary Ann Cohen, Mark A Cohen et al.ARTICLECriminology2004Cited by: 52References: 10
This paper reports on a new methodology to estimate the “cost of crime.” It is adapted from the contingent valuation method used in the environmental economics literature and is itself used to estimate the public's willingness to pay for crime control programs. In a nationally representative sample of 1,300 U.S. residents, we found that the typical household would be willing to pay between $100 and $150 per year for programs that reduced specific…
Feature Fatigue
Open AccessDebora Viana Thompson, Rebecca W Hamilton et al.ARTICLEJournal of Marketing Research2005
As technology advances, it becomes more feasible to load products with a large number of features, each of which individually might be perceived as useful. However, too many features can make a product overwhelming for consumers and difficult to use. Three studies examine how consumers balance their desires for capability and usability when they evaluate products and how these desires shift over time. Because consumers give more weight to capabil…
Handbook of Service Marketing Research
Roland T Rust, MING-HUI HUANGBOOKHandbook of Service Marketing…2014
Unveiling the Mind of the Machine
Open AccessMelanie Clegg, Reto Hofstetter et al.ARTICLEJournal of Consumer Research2024Cited by: 3References: 73
Previous research has shown that consumers respond differently to decisions made by humans versus algorithms. Many tasks, however, are not performed by humans anymore but entirely by algorithms. In fact, consumers increasingly encounter algorithm-controlled products, such as robotic vacuum cleaners or smart refrigerators, which are steered by different types of algorithms. Building on insights from computer science and consumer research on algori…
The GenAI Future of Consumer Research
Open AccessMin-Hsiung Huang, Roland T Rust et al.ARTICLEJournal of Consumer Research2025Cited by: 3References: 23
We develop a novel generative AI (GenAI) trajectory, 'democratization-average trap-model collapse,' to identify data and model challenges posed by GenAI, from which we project the GenAI future of consumer research. This trajectory consists of three key phenomena: democratization broadens consumer participation, the average trap produces generic responses, and model collapse occurs when GenAI outputs lose human sensibilities. Data and model challe…