EXPRESS: Human or AI? Identity Salience Enhances Historically Marginalized (But Not Privileged) Consumers’ Choice of Algorithmic Service Providers
研究发现，当身份凸显时，历史上被边缘化的消费者（如黑人）更倾向于选择算法服务提供商（如AI柜员），以避免基于身份的社会评判，而特权群体不受影响。
When their identity is salient, consumers from historically marginalized and privileged groups are differentially influenced when it comes to choosing algorithmic service providers (e.g., AI-enabled tellers, chatbots, robots, and digital kiosks). Under identity salience, as it would be in a service context where the service providers are all from historically privileged groups, consumers from historically marginalized groups (e.g., Black people) become concerned about identity-based social judgment. Underrepresentation of historically marginalized groups in white-collar professions (e.g., financial services), regulatory pressures to abandon diversity hiring initiatives, and a tight labor market, make it increasingly difficult for companies to ensure diversity among frontline employees. How can managers provide consumers from historically marginalized groups the services they seek in non-diverse settings while balancing other constraints and reducing identity-based social judgment concerns? The results of a series of field studies and controlled experiments suggest that algorithmic service providers can provide a means to serve historically marginalized consumers in non-diverse service settings. The effect attenuates in service contexts where historically marginalized consumers are less concerned about identity-based social judgment. Interestingly, identity salience does not influence historically privileged consumers’ choice of algorithmic service providers.