Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior

Automation is transforming many consumption domains, including everyday activities such as cooking or driving, as well as recreational activities like fishing or cycling. Yet little research in marketing examines consumer preferences for automated products. Automation often provides obvious consumption benefits, but six studies spanning a variety of product categories show that automation may not be desirable when identity motives are important drivers of consumption. Using both correlational and experimental designs, these studies demonstrate that people who strongly identify with a particular social category resist automated features that hinder the attribution of identity-relevant consumption outcomes to themselves. The findings have substantial theoretical implications for research on identity and technology, as well as managerial implications for targeting, product innovation, and communication.