🔍 Today at the #emlyon’s MTCI Research Center, we had the pleasure of welcoming Diogo Hildebrand from Baruch College, New York. He presented research on how cultural identity influences the acceptance of algorithmic recommendations. Here are the main points from his presentation:
- Cultural identity matters: The research shows that cultural identity has a strong impact on how people accept algorithmic recommendations, with different reactions across various cultures.
- Interdependent identity and recommendations: Consumers with an interdependent identity (often seen in Eastern cultures) are more open to algorithmic recommendations, especially when it comes to identity-related purchases.
- Cultural differences: While Eastern consumers tend to prefer consensus, not all algorithmic recommendations are viewed the same way in Eastern vs. Western cultures.
- A psychological factor: The desire to follow consensus helps explain why people from different cultures respond differently to algorithmic recommendations.
💡 This seminar was a great opportunity to delve deeper into the complex interplay between technology and culture. A big thank you to everyone who attended and contributed to the discussion! Deniz Dalman, Mia Birau, Karine Raïes, Zoran Latinovic, Guillaume Hervet, Verena Gruber, YingTing Wen, Catherine Pardo, Monica Grosso, Sonia Capelli, Frédéric Moisan, Amélie Joassard, Ivan Guitart
🌐 Interested in joining us for our next seminar or learning more about the MTCI Research Center? Visit our website or get in touch to stay updated on upcoming events!
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#Research #AlgorithmRecommendations #CulturalIdentity #Marketing #ConsumerBehavior #MTCI #emlyon