How Does Interacting with AI Versus Human Agents Influence Consumer Identity-Based Choices? The Roles of Distinctiveness and Assimilation Motives

Bibliographic Data

ID21340595
AuthorsYu Gu (0009-0005-9748-9555, Nankai University), Yimei Zhou (0009-0001-8075-5192, Renmin University of China)
Year2026
Pages1-23
Publication date2026-04-22
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising Research (JOURNAL)
Journal identifiersISSN: 0021-8499 • E-ISSN: 1740-1909
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00218499.2026.2651999
OpenAlexW7155187047
LanguageEN
References cited67

Although artificial intelligence (AI) is increasingly integrated in sales frontiers, its role as a social actor remains underexplored. Adopting a social interaction perspective, we examine how interacting with AI (vs. human) agents influences consumers’ identity motives and product preferences. Seven preregistered studies (N = 2,900) reveal that AI (vs. human) agents activate need for differentiation (vs. assimilation), increasing preferences for distinctive (vs. mainstream) products. These effects diminish when identity motives are made salient or when products are intended for private (vs. public) use. These findings advance understanding of AI-human differences and guide firms’ agent deployment and recommendation strategies

Assimilation (phonology) · Consumer behaviour · Consumer research · Optimal distinctiveness theory · AI in Service Interactions · Evolutionary Psychology and Human Behavior · Psychology of Moral and Emotional Judgment

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