Lynn University Professor Kaplan's Research on Artificial Intelligence and Pricing Published
The research by Begüm Kaplan from Lynn University, examining artificial intelligence and human price setters, has been accepted by the Journal of the Academy of Marketing Science.
A research article by Begüm Kaplan, associate professor at the Burton D. Morgan College of Management at Lynn University, examining consumer reactions to artificial intelligence and human price setters in dynamic pricing, has been accepted by the Journal of the Academy of Marketing Science, one of the leading academic journals in the field of marketing.
In this study, Begüm Kaplan collaborated with Elizabeth A. Minton from the University of Wyoming and Cait Lamberton from the Wharton School of the University of Pennsylvania. Titled "In Pricing We Trust? Consumer Responses to AI and Human Price Setters in Dynamic Pricing," the article addresses how consumers perceive prices set by artificial intelligence compared to human decision-makers.
As a result of five different studies conducted, the researchers found that consumers generally evaluate AI-driven prices as fairer, depending on factors such as expertise, attitudes toward artificial intelligence, and pricing motivations.
Sources
- lynn.edu · Link