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
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).
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
Hvordan kan bedrifter gjøre best nytte av kundelojalitetsprogrammer? :
Magma forskning og viten, 16(4), s. 50- 59.
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]
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.
Dorotic, Matilda (2023)
Association for Consumer Research workshop on Consumer Privacy
[Academic lecture]. Association for Consumer Research (ACR) conference 2023.
Dorotic, Matilda (2023)
Roundtable on AI & Privacy - Multiple stakeholders perspectives
[Academic lecture]. Roundtable on AI & Privacy - Multiple stakeholders perspectives.
Dorotic, Matilda (2023)
Paradoxes and biases in the uptake of artificial intelligence
[Academic lecture]. The European Institute for Public Administration (EIPA).
Dorotic, Matilda & Stagno, Emanuela (2023)
AI regulation and impact on humans
[Academic lecture]. AI regulation and impact on humans, talk at YES Marketing Conference 2023.
Dorotic, Matilda & Stagno, Emanuela (2023)
Artificial Intelligence Liabilities in Public: Privacy-enhancing and Transparency Effects
[Academic lecture]. European Marketing Academy Conference 2023.
Dorotic, Matilda & Stagno, Emanuela (2023)
AI in Public: The Effects of Technology Bias, Fears of Public Surveillance, and Moral Tradeoffs on Privacy Concerns
[Academic lecture]. The 2023 AMA Winter Academic Conference.
Dorotic, Matilda & Johnsen, Jan William (2023)
Seksuell utnyttelse av barn over internett: Rapport om analyse av teknologiske faktorer som påvirker produksjon og deling av materiale som seksuelt utnytter barn over internett
[Report]. Norges teknisk-naturvitenskapelige universitet.
Teknologiske utviklinger, spesielt de som er relatert til elektroniske tjenester på internett, gir viktige fordeler i å fremme kommunikasjon, tilgang til og deling av informasjon. Men denne utviklingen byr også på betydelige utfordringer for å gjøre internettbaserte miljøer trygge for barn og samtidig beskytte personvernet og ytringsfriheten. Denne rapporten tar sikte på å belyse den komplekse rollen teknologien og internettet har for å produsere og dele materiale knyttet til seksuell utnyttelse av barn, men også deres kritiske rolle i å skape en motreaksjon med det formål å oppdage og forhindre misbruk. Nittitallets Amerikanske posttjenester hadde en enorm innsats for å bekjempe distribusjonen av materiale knyttet til seksuell utnyttelse av barn (CSAM). Overvåkingen av posttjenestene var vellykket mht. reduksjonen i delingen av CSAM [1], [2]. Delingen av CSAM har imidlertid eksplodert over hele verden med utviklingen og utbredt bruk av internett og elektroniske tjenester [3], [4]. I perioden mellom 2005 og 2020 har det vært en kontinuerlig økning i antall rapportert overgrepsmateriale til det globale rapporteringssenteret National Center for Missing and Exploited Children (NCMEC). NCMEC rapporterte om en økning på 35% av nytt overgrepsmateriell i omløp mellom 2020 og 2021 [5]. Den store tilgjengeligheten av elektroniske tjenester og plattformer (både på internett og mobil) gjør det mulig for lovbrytere å enkelt kontakte flere hundre mindreårige samtidig, samt gjennomføre kjøp, salg og utveksling av overgrepsmateriale med både mindreårige ofre og likesinnede. I tillegg gjør den økende utvikling av anonymiseringsteknikker (som ende-til-ende kryptering eller mørke nett-tjenester) og kunstig intelligens skapte bilder det vanskeligere å oppdage og fjerne overgrep og CSAM. Det store volumet av eksisterende overgrepsmateriale på nettet samt hastigheten nytt innhold skapes gjør arbeidet med å identifisere eksisterende og nytt materiell krevende. Manuell gjennomgang blir umulig. Teknologiske løsninger og tett privat-offentlig samarbeid mellom elektroniske tjenesteleverandører og andre interessenter (som foreldre, sivilsamfunn, myndigheter og politi) er nødvendig og alle har en rolle for både å hjelpe og bekjempe problemet. Oppsporing og forebygging av seksuell utnyttelse av barn over internett er et nyansert og komplekst fenomen. På grunn av den komplekse strukturen som gjør produksjon og distribusjon av overgrepsmateriale enklere og anonymt, så kan politimyndigheter ikke nærme seg disse problemene alene eller isolert fra andre. Selv om alle er enige om at dette representerer et viktig sosialt problem, påvirker ofte oppnåelsen av målene til en interessent (f.eks. tillate økt overvåking av internett fra politiets side) direkte rettighetene og evnene til andre interessenter (f.eks. inntrenging i personvernet til enkeltpersoner eller brudd på kundeforhold til elektroniske tjenesteleverandører). Det er en meningskonflikt om hvordan man skal nærme seg løsningene mellom de som støtter sterkere statlig overvåkning og de som motsetter seg det. Denne rapporten tar sikte på å fremheve de mest fremtredende nåværende og fremtidige teknologitrender, mottiltak og strukturelle og juridiske problemstillinger knyttet til fenomenet teknologiassistert overgrep mot barn. Vi håper dette arbeidet vil bidra til en bedre forståelse av kompleksiteten rundt problemet og bidra til å skape et enkelt rammeverk for et tryggere og bedre internett for barn!
Dorotic, Matilda & Johnsen, Jan William (2023)
Child Sexual Abuse on the Internet: Report on the analysis of technological factors that affect the creation and sharing of child sexual abuse material on the Internet
[Report]. Handelshøyskolen BI.
Child Sexual Abuse on the Internet: Report on the analysis of technological factors that affect the creation and sharing of child sexual abuse material on the Internet. Authors: Matilda Dorotic and Jan William Johnsen Project administered by NTNU (project manager Basel Katt) Grant: SOBI Del III: Kartlegging og analyse av arenaer som brukes til tilgang og deling av overgrepsmateriale; Ministry of Justice and Public Security, Norway.
Dorotic, Matilda (2021)
PRIVACY PARADOXES AND CITIZEN WELLBEING IN THE AI-ENABLED FUTURE
[Academic lecture]. Invited talk at European Institute For Public Administration: Challenges Posed by Technological Disruption, Data Protection and Artificial Intelligence.
Dorotic, Matilda (2021)
7th EDEN Conference on Data Protection in Law Enforcement: Human After All: Data Protection in Policing, Rome, 18-19 October 2021
[Academic lecture]. 7th EDEN Conference on Data Protection in Law Enforcement: Human After All: Data Protection in Policing.
It Pays to Pay Smart: Customer benefits of introducing Cashless App Payments; by Matilda Dorotic; Koen Pauwels Special Session Paper: Customer Management: From Pay & Satisfaction To Retention & Recommendation
[Academic lecture]. EMAC 2017.
Dorotic, Matilda (2017)
Unlocked Versus Locked-In Customers’ Value In Contractual Setting. EMAC 2017, by Matilda Dorotic; Evert De Haan; Socrates Mokkas
[Academic lecture]. EMAC 2017.
Dorotic, Matilda (2014)
Customers who redeem their rewards in loyalty programs buy more
[Popular scientific article]. ScienceNordic.com
Dorotic, Matilda (2014)
Reward Redemption Effects in a Loyalty Program When Customers Choose When and How Much To Redeem
[Academic lecture]. EMAC - European Marketing Association Conference.
