New publication by THI Business School in the International Journal of Consumer Studies

A screenshot of the beginning of the article.

Photo: Hennighausen, Navarro-Schär, Eller,

THI Business School is pleased to announce a recent publication in the renowned International Journal of Consumer Studies.

As part of the Media Psychology & Digital Business degree program and the Experimental Psychology course, Prof. Dr Christine Hennighausen, Vanessa Gabriela Yarza Navarro-Schär and Prof. Dr Eric Eller investigated the ow the use of Artificial Intelligence (AI) in customer communication influences consumer trust in online retailers.

Key findings:

  • Trust is highest when service staff compose messages personally.
  • Surprisingly, AI-assisted messages reduce trust even more than fully AI-generated texts.

The study was supported by the Open Access Publication Fund of THI and is freely accessible via the following link: 

To the article.

 

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