Enhancing Customers’ Attitudes Toward AI: The Role of Brand Attributes with Boundary Meaning

DOI

10.2991/978-2-38476-475-4_146How to use a DOI?

Keywords

Artificial intelligence; Customers’ Attitudes; Boundary Meaning

Abstract

Artificial intelligence (AI) and AI-related products have permeated global markets. Despite this, prior research has produced inconsistent findings regarding consumers’ attitudes toward AI. This paper posits that the perceived loss of control among consumers can explain these mixed responses. Specifically, consumers’ positive or negative attitudes toward AI are contingent upon their sense of control. To mitigate the perceived loss of control, firms can offer brand attributes that symbolize boundaries, thereby addressing consumers’ need for structure and enhancing their attitudes toward AI. Through three empirical studies, this paper confirms that perceived control serves as a mechanism through which AI autonomy influences consumer attitudes, with brand attributes signifying boundaries moderating this mediation effect. The findings of this paper have significant implications for firms formulating effective marketing strategies for AI products.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Dan Zhang
AU  - Xi Liu
AU  - Yutong Wang
AU  - Xiaolin Li
PY  - 2025
DA  - 2025/11/11
TI  - Enhancing Customers’ Attitudes Toward AI: The Role of Brand Attributes with Boundary Meaning
BT  - Proceedings of the 2025 10th International Conference on Modern Management, Education and Social Sciences (MMET 2025)
PB  - Atlantis Press
SP  - 1350
EP  - 1356
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-475-4_146
DO  - 10.2991/978-2-38476-475-4_146
ID  - Zhang2025
ER  -