Comparing AI and Human Advice Adoption in Symbolic–Spiritual Consumption: The Role of Psychological Safety

Zhigang Yu · 2025 · 0 citationsRead the paper

Prior research on human–algorithm interaction has largely highlighted algorithm aversion, showing that consumers often resist algorithmic advice due to insufficient trust and skepticism about algorithms’ capabilities in complex and subjective tasks. In contrast, evidence on algorithm appreciation is relatively limited and primarily observed in functional contexts, where algorithms are valued for superior accuracy or efficiency. Little is known about whether algorithm appreciation may also emerge in non-functional consumption contexts, particularly in symbolic–spiritual consumption. Such consumption is process-oriented, uncertain, and highly subjective, often occurring in low social visibility and introspective situations. In these settings, consumers seek instrumental utility, psychological comfort, and emotional reassurance. This study investigates whether consumers prefer AI advice over humans in symbolic–spiritual consumption and examines the underlying psychological mechanisms. A survey-based experiment demonstrates that AI enhances consumers’ psychological safety, increasing advice adoption intention. These findings highlight that algorithm appreciation can also arise from psychological mechanisms beyond functional advantages, while offering practical implications for the application of AI in symbolic consumption contexts.

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