Matilda Dorotic

Dorotic, Matilda; Stagno, Emanuela & Warlop, Luk (2024)

AI on the Street: Context-dependent Responses to Artificial Intelligence

International Journal of Research in Marketing, 41(1), s. 113- 137. Doi: 10.1016/j.ijresmar.2023.08.010 - Fulltekst i vitenarkiv

As artificial intelligence (AI) applications proliferate, their creators seemingly anticipate that users will make similar trade-offs between costs and benefits across various commercial and public applications, due to the technological similarity of the provided solutions. With a multimethod investigation, this study reveals instead that users develop idiosyncratic evaluations of benefits and costs depending on the context of AI implementation. In particular, the tensions that drive AI adoption depend on perceived personal costs and choice autonomy relative to the perceived (personal vs. societal) benefits. The tension between being served rather than exploited is lowest for public AI directed at infrastructure (cf. commercial AI), due to lower perceived costs. Surveillance AI evaluations are driven by fears beyond mere privacy breaches, which overcome the societal and safety benefits. Privacy-breaching applications are more acceptable when public entities implement them (cf. commercial). The authors provide guidelines for public policy and AI practitioners, based on how consumers trade off solutions that differ in their benefits, costs, data transparency, and privacy enhancements.

Dorotic, Matilda; Fok, Dennis, Verhoef, Peter C. & Bijmolt, Tammo H.A. (2021)

Synergistic and cannibalization effects in a partnership loyalty program

Journal of the Academy of Marketing Science Doi: 10.1007/s11747-020-00759-7 - Fulltekst i vitenarkiv

The implicit promise of a partnership in a loyalty program (LP) is that the partners will gain new customers and the LP will reinforce the loyalty to focal partners. Although customers may be encouraged to cross-purchase from partners (which may create positive synergies), they can also switch among partners without forfeiting rewards (which may lead to the cannibalization of sales among partners). To explore these cross-partner effects, we analyze the evolution of customer purchases in a partnership LP across 33 partners from 16 industry sectors. We find that cannibalizations arise more frequently than synergies among partners, contributing to a “rich-get-richer” effect for high-penetration partners; e.g., 10% increase in transactions at department stores reduce transactions at apparel partners (by .04% for new transactions and by 1.18% for recurring customers); but in turn, they attract positive synergies from apparel (.11% increase in transactions by new customers and .37% for recurring transactions).

Alfirevic, Niksa; Pavicic, Jurica, Dorotic, Matilda & Pavlovic, Danijela Krizman (2015)

Local civil-mindedness on the internet as the basis for fundraising segmentation: Sociological, marketing determinants and the empirical analysis

Ekonomska Istrazivanja, 28(1), s. 45- 62. Doi: 10.1080/1331677X.2015.1022389

Breugelmans, Els; Bijmolt, Tammo H.A., Zhang, Jie, Basso, Leonardo J., Dorotic, Matilda, Kopalle, Praveen, Minnema, Alec, Mijnlieff, Willem Jan & Wünderlich, Nancy V. (2015)

Advancing Research on Loyalty Programs: A Future Research Agenda

Marketing letters, 26, s. 127- 139. Doi: 10.1007/s11002-014-9311-4

Despite the growing literature on loyalty program (LP) research, many questions remain underexplored. Driven by advancements in information technology, marketing analytics, and consumer interface platforms (e.g., mobile devices), there have been many recent developments in LP practices around the world. They impose new challenges and create exciting opportunities for future LP research. The main objective of this paper is to identify missing links in the literature and to craft a future research agenda to advance LP research and practice. Our discussion focuses on three key areas: (1) LP designs, (2) Assessment of LP performance, and (3) Emerging trends and the impact of new technologies. We highlight several gaps in the literature and outline research opportunities in each area. Keywords: Loyalty program design, partnership loyalty program, performance assessment, effects of strategic behavior, customer relationship management

Dorotic, Matilda; Verhoef, Peter C., Fok, Dennis & Bijmolt, Tammo H.A. (2014)

Reward redemption effects in a loyalty program when customers choose how much and when to redeem

International Journal of Research in Marketing, 31(4), s. 339- 355. Doi: 10.1016/j.ijresmar.2014.06.001

French, Sally & Dorotic, Matilda (2019)

Wirecutter/New York Times: "Romance, Heartbreak, and the Southwest Companion Pass", Money - Making Credit Work For You. link: https://thewirecutter.com/money/credit-cards/rewards-mania-companion-pass/

The New York Times, Wirecutter (product review arm of NYT) [Avis]

Pedersen, Pia Beate & Dorotic, Matilda (2014)

En kunst å skape lojale kunder

Finansavisen. Mediaplanet & www.norskkundelojalitet.no [Fagblad]

Dorotic, Matilda & Velasco, Carlos (2024)

SmartFood report: Measuring impacts, scaling-up and drawing lessons learnt for Cities of the Future

[Report]. SmartFood Consortium 2022-2024.

Dorotic, Matilda (2024)

Impact of Artificial Intelligence on Society: Citizens’ Responses to High-risk AI applications

[Academic lecture]. Massachusetts Institute of Technology, IMES Research Seminar Series.

Dorotic, Matilda (2024)

Impact of Artificial Intelligence on Society: Citizens’ Responses to High-risk AI Applications

[Academic lecture]. 2024 SCANCOR Weatherhead Alumni Conference at Harvard University.

Dorotic, Matilda (2024)

“Engaging Citizens in Food Diversity in Cities” Talk: Impact of Growing Plants on Green Food Consumption Attitudes and Behaviors

[Academic lecture]. Final conference of the Polish-Norwegian SmartFood Project.

Effects of nudging and hydroponic growing of plants on behaviors and attitudes towards sustainability and green food consumption - Matilda Dorotic

Stagno, Emanuela; Dorotic, Matilda & van Doorn, Jenny (2024)

Who Will Help? The Effect of Automated Social Presence on Individuals’ Likelihood to Act Prosocially

[Academic lecture]. 2024 American Marketing Association Winter Academic Conference.

New technological developments continue to change people's lives in many domains, affecting not only how we perform individual tasks but also human sociability and relationships with others and society. In this technological-evolving environment, the nature of how individuals behave increasingly depends on how they interact with technology. Indeed, technology advancements more systematically and effectively allow people to engage with technology on social levels. The increasing recognition of technology as an entity manifests in what previous literature has called automated social presence (ASP), defined as the extent to which people feel that machines can be perceived as social entities. While recognizing technology as an entity can have different positive effects on consumers’ experience, less is known about whether increasing ASP can lead to some negative downstream consequences. In this paper, we propose that technologies that differ in ASP will affect the extent to which people engage in prosocial behavior. In particular, we theorize that people will attribute higher levels of agency to technologies with high ASP (e.g., robots) than to technology with low ASP (e.g., cameras). In turn, if technology can do the task, people will be less likely to act and behave in a prosocial way. Method And Data To test our hypotheses, we conducted three studies using multiple methodologies and data. In Studies 1 and 2, we test the effect of ASP on the likelihood of acting prosocially using both lab data with a real robot and online data using a conjoint-based approach. In Studies 1 (N = 181; lab study), we employed 3 single factor (social presence: no technology, camera, robot) between participants’ design. The main dependent variable was the extent to which participants picked up papers from the lab floor. In Study 2 (N = 1250; Prolific sample), participants had to choose in which vignette a person would be more willing to help another fallen on the street. The vignettes varied across different dimensions, including the type of technology present on the scene. Finally, in Study 3 (N = 401; student sample on Prolific), we conducted an online experiment to test the mediating effect of perceived agency. The study employed a 2 single factor (ASP: camera, robot) between participants’ designs. The main dependent variable was the extent to which people would clean a room with some leftovers in it. All the studies have been ethically approved and preregistered on OSF. Summary of Findings The results show that people are less likely to act prosocially when they experience high (vs. low) ASP. In Study 1, participants left more papers on the floor (i.e., were less likely to help) in the robot condition (Mrobot = 4.81, SD = .91) than in the camera condition (Mcamera = 4.33, SD = 1.58; F(1, 121) = 4.228, p = .042). In Study 2, respondents believed that the observer was significantly less likely to help the fallen person when the robot was in the image than when no technology was present (0.09, SE = 0.01, p = 0.00). Interestingly, respondents perceived that the observer was more likely to help the fallen person when surveillance cameras were in the area than when no technology was available (0.04, SE = 0.01, p = 0.01). Finally, Study 3 replicates the effect of ASP on the likelihood of helping. Moreover, a mediation analysis conducted with PROCESS shows that participants attribute higher agency to the robot than to the camera (b = 1.26, SE =.10, 95% CI [1.0531, 1.4742]). Higher agency, in turn, leads to a higher likelihood that someone else should clean (b = .36, SE = .06, 95% CI [.2407, .4876]). Statement of Key Contributions Our study provides both theoretical and managerial contributions. Theoretically, we provide evidence of the negative consequences of increased automated social presence through the introduction of smart technologies that can substitute humans in prosocial tasks.