心理学报2025，Vol.57Issue(11)：1914-1932,中插2-中插7,25.DOI:10.3724/SP.J.1041.2025.1914
当设计遇见AI:人工智能设计产品对消费者响应模式的影响
When design meets AI:The impact of AI design products on consumers' response patterns
摘要
Abstract
In recent years,the prevalence and popularity of artificial intelligence(AI)products and services have increased significantly.While the advantages of utilizing AI applications,including cost-effectiveness,standardization,and efficiency,are widely recognized,customer attitudes towards AI involvement are polarized.Prior research has suggested that consumer resistance or acceptance of AI can be influenced by various factors,such as medical services,product recommendations,computer services,and more.However,limited studies have examined AI's impact on creative tasks,such as product design.Therefore,the objective of this study is to investigate consumer preferences for the designer role in different product categories and to identify potential mechanisms and boundary conditions that may vary. To attain the objectives of this research,we conducted one pre-study and six studies that focused on commonplace products in daily life.Study 1A(N=181)adopted a 2(product type:nostalgia vs.innovation)× 2(designer role:human design vs.AI design)design and measured participants' attitudes towards the products.Study 1B(N=258)utilized a between-subject design of 2(product type:nostalgia vs.innovation)× 3(designer role:human vs.AI vs.human-AI collaborative design).In Study 2A,we considered the potential for human-machine collaboration,which expands the design resources and examined the mediating impact of processing fluency.Specifically,Study 2A(N=304)adopted a between-subject design of 2(product type:nostalgia vs.innovation)× 4(designer role:human design vs.human-led/AI-assisted design vs.AI-led/human-assisted design vs.AI design).Study 2B(N=167)conducted a mixed design of 2(product type:nostalgia vs.innovation)× 3(designer role:human vs.AI design).Studies 3(N=218)and 4(N=290)investigated the moderating effects of AI characteristics(AI anthropomorphism)and consumer characteristics(self-constructed types),respectively.Specifically,Study 3 manipulated the degree of AI anthropomorphism of the designer,while Study 4 manipulated the type of self-construction of the participants. Our hypotheses were confirmed,as this study reveals a significant interaction between product types and designer roles.Specifically,we found a congruence effect between"human design-nostalgic products"and"AI design-innovative products".The robustness of our findings is demonstrated by the diversity of stimuli and samples employed in this research.Additionally,we discovered that processing fluency acts as a mediating mechanism that explains how the interaction between product type and designer role influences consumer responses.In other words,consumers express more negative reactions towards nostalgic products designed by AI due to their perception of lower processing fluency.Finally,our results emphasize the moderating effects of AI-human collaborative design scenarios,AI anthropomorphic characteristics,and consumer self-construction types. From a social psychological perspective,this study contributes to the literature on AI aversion and product design by examining people's behavioral tendencies towards AI design.Specifically,we focused on consumer attitudes towards the designer role behind different product types.This investigation helps to enhance our understanding of how people's aversion to algorithms applies to the design field.Our findings align with prior research on the human psychological perception of artificial intelligence,revealing the mechanism behind the matching effect of processing fluency.Furthermore,our study offers additional evidence that AI personification and the type of consumer self-construction significantly impact consumer responses.关键词
人工智能/设计来源/产品类型/消费者响应模式/人工智能厌恶或人工智能欣赏Key words
artificial intelligence/source of design/product types/consumer response patterns/AI aversion or AI appreciation分类
心理学引用本文复制引用
李斌,芮建禧,俞炜楠,李爱梅,叶茂林..当设计遇见AI:人工智能设计产品对消费者响应模式的影响[J].心理学报,2025,57(11):1914-1932,中插2-中插7,25.基金项目
中央高校基本科研业务费专项资金(23JNQMX11)、教育部人文社科研究青年基金项目(22YJCZH074)、广东省社科规划基金一般项目(GD22CGL05)、国家自然科学基金项目(71601084 （23JNQMX11）
71971099)、广州品牌创新发展研究基地研究项目(2022JNZS72). （2022JNZS72）
