ABSTRACT
Even though most AI innovations originate in the West, consumer receptivity to AI-branded products shows an opposite pattern: consumers in Eastern countries are more receptive to AI-branded products than their Western counterparts. The present research was designed to investigate this paradoxical cultural difference in AI receptivity. Results from six empirical studies suggest that this cultural difference stems from varying sensitivity to the social signaling benefits of purchasing AI-branded products—the psychological and social rewards people gain when a product, service, or behavior enhances how they are perceived by others. Users of AI products are often perceived as trendy and more technologically savvy. Because Eastern consumers are more responsive to social comparison and social signaling, they are more drawn to such products. These results underscore the importance of social signaling in the receptivity to technological innovations. While sellers often assume that consumers adopt AI products for their functional benefits, our findings suggest that social signaling benefits also play a significant role.
Key details
Date: December 12, 2025, Friday
Time:2pm
Venue: KRL Auditorium, RSOM
Resource Person: Prof. Manoj Thomas, Sabanci Professor of Marketing and Management, Cornell University
Topic of the Talk: Cultural Differences in Receptivity to AI
