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Which Visual Modality Is Important When Judging the Naturalness of the Agent (Artificial Versus Human Intelligence) Providing Recommendations in the Symbolic Consumption Context?

Authors
 Kyungmi Chung  ;  Jin Young Park  ;  Kiwan Park  ;  Yaeri Kim 
Citation
 SENSORS, Vol.20(17) : 5016, 2020-09 
Journal Title
 SENSORS 
Issue Date
2020-09
Keywords
artificial intelligence ; electroencephalogram (EEG) ; event-related-potential (ERP) ; human uniqueness area ; identity of recommendation agent ; neuromarketing ; perceived naturalness ; symbolic consumption ; visual modality
Abstract
This study aimed to explore how the type and visual modality of a recommendation agent's identity affect male university students' (1) self-reported responses to agent-recommended symbolic brand in evaluating the naturalness of virtual agents, human, or artificial intelligence (AI) and (2) early event-related potential (ERP) responses between text- and face-specific scalp locations. Twenty-seven participants (M = 25.26, SD = 5.35) whose consumption was more motivated by symbolic needs (vs. functional) were instructed to perform a visual task to evaluate the naturalness of the target stimuli. As hypothesized, the subjective evaluation showed that they had lower attitudes and perceived higher unnaturalness when the symbolic brand was recommended by AI (vs. human). Based on this self-report, two epochs were segmented for the ERP analysis: human-natural and AI-unnatural. As revealed by P100 amplitude modulation on visual modality of two agents, their evaluation relied more on face image rather than text. Furthermore, this tendency was consistently observed in that of N170 amplitude when the agent identity was defined as human. However, when the agent identity was defined as AI, reversed N170 modulation was observed, indicating that participants referred more to textual information than graphical information to assess the naturalness of the agent.
Files in This Item:
T202004951.pdf Download
DOI
10.3390/s20175016
Appears in Collections:
1. College of Medicine (의과대학) > Dept. of Psychiatry (정신과학교실) > 1. Journal Papers
Yonsei Authors
Park, Jin Young(박진영) ORCID logo https://orcid.org/0000-0002-5351-9549
URI
https://ir.ymlib.yonsei.ac.kr/handle/22282913/180596
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