Research suggests that consumers are averse to relying on algorithms to perform tasks that are typically done by humans, despite the fact that algorithms often perform better. The authors explore when and why this is true in a wide variety of domains. They find that algorithms are trusted and relied on less for tasks that seem subjective (vs. objective) in nature. However, they show that perceived task objectivity is malleable and that increasing a task’s perceived objectivity increases trust in and use of algorithms for that task. Consumers mistakenly believe that algorithms lack the abilities required to perform subjective tasks. Increasing algorithms’ perceived affective human-likeness is therefore effective at increasing the use of algorithms for subjective tasks. These findings are supported by the results of four online lab studies with over 1,400 participants and two online field studies with over 56,000 participants. The results provide insights into when and why consumers are likely to use algorithms and how marketers can increase their use when they outperform humans.

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Ubiquitous cognitive biases hinder optimal decision making. Recent calls to assist decision makers in mitigating these biases—via interventions commonly called “nudges”—have been criticized as infringing upon individual autonomy. We tested the hypothesis that such “decisional enhancement” programs that target overt decision making—i.e., conscious, higher-order cognitive processes—would be more acceptable than similar programs that affect covert decision making—i.e., subconscious, lower-order processes. We presented respondents with vignettes in which they chose between an option that included a decisional enhancement program and a neutral option. In order to assess preferences for overt or covert decisional enhancement, we used the contrastive vignette technique in which different groups of respondents were presented with one of a pair of vignettes that targeted either conscious or subconscious processes. Other than the nature of the decisional enhancement, the vignettes were identical, allowing us to isolate the influence of the type of decisional enhancement on preferences. Overall, we found support for the hypothesis that people prefer conscious decisional enhancement. Further, respondents who perceived the influence of the program as more conscious than subconscious reported that their decisions under the program would be more “authentic”. However, this relative favorability was somewhat contingent upon context. We discuss our results with respect to the implementation and ethics of decisional enhancement.