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Effort vs. Efficiency: How Ideal‐Self Pursuit Shapes Consumer Preference for Substitutional AI ‐Powered Products
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- TRV-2026-2661raw data (JSON)
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- v1Published
- First published
- Evidence type
- Controlled or validated comparison
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- 1 sourcePeer-reviewed
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ABSTRACT As artificial intelligence (AI) increasingly takes over human tasks, a critical question arises regarding the trade‐off between effort and efficiency in consumer decision‐making: despite AI's remarkable sophistication and its ability to enhance efficiency, why do many consumers still prefer to perform certain tasks themselves rather than delegate them to AI? Prior research has primarily examined this phenomenon from the perspectives of perceived competence and trust, while relatively little attention ha…
The problem
In a field study and four experiments, consumers with stronger ideal-self pursuit showed lower preference and reduced willingness to pay for AI-powered products that substitute for effort aimed at self-improvement, and the effect was stronger under high perceived self-threat.
Sources
1 on file- Journal of Consumer Behaviourdoi:10.1002/cb.70234
Cite this record
v1Truvace Impact Record TRV-2026-2661, v1: “Effort vs. Efficiency: How Ideal‐Self Pursuit Shapes Consumer Preference for Substitutional AI ‐Powered Products.” Truvace, 2026-11-12. /record/TRV-2026-2661 (accessed on the day you copy it). sha256 8316119778e5c433…
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