Thumbs Up or Down: Consumer Reactions to Decisions by Algorithms Versus Humans
十项实验发现，相比人类决策者，消费者对算法做出的有利决策（如通过申请）反应更不积极，但对不利决策（如拒绝）的反应差异不大，原因在于消费者更容易将人类决策的有利结果归因于自身。
Although companies increasingly are adopting algorithms for consumer-facing tasks (e.g., application evaluations), little research has compared consumers’ reactions to favorable decisions (e.g., acceptances) versus unfavorable decisions (e.g., rejections) about themselves that are made by an algorithm versus a human. Ten studies reveal that, in contrast to managers’ predictions, consumers react less positively when a favorable decision is made by an algorithmic (vs. a human) decision maker, whereas this difference is mitigated for an unfavorable decision. The effect is driven by distinct attribution processes: it is easier for consumers to internalize a favorable decision outcome that is rendered by a human than by an algorithm, but it is easy to externalize an unfavorable decision outcome regardless of the decision maker type. The authors conclude by advising managers on how to limit the likelihood of less positive reactions toward algorithmic (vs. human) acceptances.