揭露企业夸大或隐瞒AI使用会如何影响消费者道德判断
AI-washing: The Asymmetric Effects of Its Two Types on Consumer Moral Judgments
- 区分两种伪AI行为：虚假夸大和虚假否认
- 虚假否认比诚实否认引发更强负面评价
- 感知背叛是影响消费者判断的关键心理机制
随着人工智能热潮持续升温，企业面临夸大或隐瞒真实AI应用的压力。本文提出‘伪AI化’（AI-washing）概念，指虚构夸大（欺骗性吹嘘）或虚构缩小（欺骗性否认）企业实际的AI使用情况。一项2×2实验（N = 401）考察这两种虚假陈述对消费者态度与购买意愿的影响。结果揭示显著不对称性：欺骗性否认引发比诚实否认更强烈的负面道德评价，而欺骗性吹嘘则无显著影响。研究发现，感知背叛在其中起中介作用。该研究阐明了伪AI化如何损害信任，为政策制定者、营销人员及研究人员提供了明确的透明度伦理启示。
原文摘要 · Abstract (English)
As AI hype continues to grow, organizations face pressure to broadcast or downplay purported AI initiatives - even when contrary to truth. This paper introduces AI-washing as overstating (deceptive boasting) or understating (deceptive denial) a company's real AI usage. A 2x2 experiment (N = 401) examines how these false claims affect consumer attitudes and purchase intentions. Results reveal a pronounced asymmetry: deceptive denial evokes more negative moral judgments than honest negation, while deceptive boasting has no effects. We show that perceived betrayal mediates these outcomes. By clarifying how AI-washing erodes trust, the study highlights clear ethical implications for policymakers, marketers, and researchers striving for transparency.
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