scholarly journals Order effects in contingency learning: The role of task complexity

2006 ◽  
Vol 34 (3) ◽  
pp. 568-576 ◽  
Author(s):  
Jessecae K. Marsh ◽  
Woo-Kyoung Ahn
Keyword(s):  
Task Complexity ◽  
Order Effects ◽  
Contingency Learning

Exploring consumers' response to text-based chatbots in e-commerce: the moderating role of task complexity and chatbot disclosure

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xusen Cheng ◽  
Ying Bao ◽  
Alex Zarifis ◽  
Wankun Gong ◽  
Jian Mou
Keyword(s):  
Task Complexity ◽  
Deep Understanding ◽  
Ordinary Least Squares ◽  
Survey Method ◽  
Least Squares Regression ◽  
Moderating Effects ◽  
Content Type ◽  
Identity Disclosure ◽  
The Relationship

PurposeArtificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers' trust and response to a text-based chatbot in e-commerce, involving the moderating effects of task complexity and chatbot identity disclosure.Design/methodology/approachA survey method with 299 useable responses was conducted in this research. This study adopted the ordinary least squares regression to test the hypotheses.FindingsFirst, the consumers' perception of both the empathy and friendliness of the chatbot positively impacts their trust in it. Second, task complexity negatively moderates the relationship between friendliness and consumers' trust. Third, disclosure of the text-based chatbot negatively moderates the relationship between empathy and consumers' trust, while it positively moderates the relationship between friendliness and consumers' trust. Fourth, consumers' trust in the chatbot increases their reliance on the chatbot and decreases their resistance to the chatbot in future interactions.Research limitations/implicationsAdopting the stimulus–organism–response (SOR) framework, this study provides important insights on consumers' perception and response to the text-based chatbot. The findings of this research also make suggestions that can increase consumers' positive responses to text-based chatbots.Originality/valueExtant studies have investigated the effects of automated bots' attributes on consumers' perceptions. However, the boundary conditions of these effects are largely ignored. This research is one of the first attempts to provide a deep understanding of consumers' responses to a chatbot.

Assessing the Role of Contingency Awareness in Attitudinal Conditioning with Implications for Advertising Research

1989 ◽  
Vol 26 (1) ◽  
pp. 30-43 ◽  
Author(s):  
Chris T. Allen ◽  
Chris A. Janiszewski
Keyword(s):  
Cognitive Processes ◽  
Theory Development ◽  
Basic Mechanism ◽  
Contingency Learning ◽  
Television Commercials ◽  
Conditioning Procedure ◽  
Contingency Awareness ◽  
Evaluative Judgments ◽  
Post Hoc

The authors investigate a basic mechanism for shaping attitudes that has largely been ignored by empirical researchers in the marketing discipline. Two experiments are reported in which traditional Pavlovian procedures are merged with a view of conditioning that encourages theorizing about attendant cognitive processes. The data indicate that contingency learning or awareness may be a requirement for successful attitudinal conditioning. Contingency awareness entails conscious recognition of the relational pattern between the conditioned and unconditioned stimuli used in a conditioning procedure. In experiment 1, the conditioning procedure affected the evaluative judgments of subjects who were classified ( post hoc) as contingency aware. In experiment 2, instructions that promoted contingency learning as part of the procedure again influenced participants’ attitude judgments. Implications are offered for theory development and for constructing advertisements to foster attitudinal conditioning. Specific suggestions for further research on how one might structure television commercials to foster contingency learning also are presented.

The Relationship between task complexity and information search: The role of self-efficacy

2007 ◽  
Vol 24 (3) ◽  
pp. 253-270 ◽  
Author(s):  
Jing Hu ◽  
Bruce A. Huhmann ◽  
Michael R. Hyman
Keyword(s):  
Information Search ◽  
Self Efficacy ◽  
Task Complexity ◽  
The Relationship

Contribution of hydrogen bonding to lipid-lipid interactions in membranes and the role of lipid order: Effects of cholesterol, increased phospholipid unsaturation, and ethanol

Biochemistry ◽  
1993 ◽  
Vol 32 (14) ◽  
pp. 3714-3721 ◽  
Author(s):  
Simon J. Slater ◽  
Cojen Ho ◽  
Frank J. Taddeo ◽  
Mary Beth Kelly ◽  
Christopher D. Stubbs
Keyword(s):  
Hydrogen Bonding ◽  
Order Effects ◽  
Lipid Interactions ◽  
Lipid Order

The Emergence of Mathematical Needs in an Industrial Center

1953 ◽  
Vol 46 (1) ◽  
pp. 1-2
Author(s):  
Arvid W. Jacobson
Keyword(s):  
Mathematical Model ◽  
Modern Science ◽  
Order Effects ◽  
Entire System ◽  
Trial And Error ◽  
Mathematical Methods ◽  
Economic Process ◽  
Operating Unit ◽  
Industrial Center

The foremost feature in modern science and technology is the expanding role of mathematics. In industry and business the increasing complexity of problems and the ever-present search for better products and services, lead to the use of mathematical methods. Trial and error methods can not alone yield the information of the behavior of a physical system or a business procedure or an economic process necessary if improvement in design or function is to be achieved. To understand and evaluate the effects of small components on the behavior of a system, it must be considered as a single operating unit. The functional dependance of the entire system must be expressed in terms of all of the components, large and small. Thus a mathematical model emerges which is an abstraction of the quantitative and logical relationships of the system. Often, as further improvements are sought, the effect of a larger number of these smaller components need to be understood and weighed. It is thus the proper evaluation of the small effects or “second order effects” that determines progress.

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