Author ORCID Identifier

https://orcid.org/0009-0003-5883-9589

Semester

Spring

Date of Graduation

2026

Document Type

Dissertation

Degree Type

DBA

College

Chambers College of Business and Economics

Department

Marketing

Committee Chair

Julian Givi

Committee Member

Colleen Kirk

Committee Member

Paula Fitzgerald

Committee Member

Yuna Choe

Abstract

This study examines consumer anger in reaction to firms’ use of artificial intelligence (AI) to assist them in the completion of tasks. Specifically, we focus on instances when AI supplements rather than replaces human effort. Using cognitive appraisal theory and psychological contract constructs, this research investigates how the amount of effort consumers invest into a service review and the effort reciprocated by firms influences emotional reactions. Across two studies, using scenario-based experiments, we find that consumers report higher levels of anger when AI is used to aid in responding to high-effort reviews compared to low-effort reviews. The results suggest that consumers may view AI-assisted responses as a breach of social norms and psychological contracts in high-effort contexts. Consumers may also view this as a lack of acknowledgment of their effort. Firms should be wary of when and how they use AI while navigating social norms and task expectations in relational and high-effort tasks.

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