Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior
研究了在身份动机驱动消费的领域，消费者为何抵制自动化产品，发现强烈认同某社会类别的人会抗拒阻碍将消费结果归因于自身的自动化特征。
Automation is transforming many consumption domains, including everyday activities such as cooking or driving, as well as recreational activities like fishing or cycling. Yet little research in marketing examines consumer preferences for automated products. Automation often provides obvious consumption benefits, but six studies spanning a variety of product categories show that automation may not be desirable when identity motives are important drivers of consumption. Using both correlational and experimental designs, these studies demonstrate that people who strongly identify with a particular social category resist automated features that hinder the attribution of identity-relevant consumption outcomes to themselves. The findings have substantial theoretical implications for research on identity and technology, as well as managerial implications for targeting, product innovation, and communication.