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How Do Customers React When Their Requests Are Evaluated by Algorithms?

Understanding the impact of customer reactions to personally relevant decisions made by algorithms can help managers make better decisions about when and how to deploy algorithms in customer-facing functions. A series of studies shows that managers’ intuitions on how customers will react in such scenarios are often wrong. The research offers insights on how managers can best design their customer evaluation processes and methods to communicate how algorithmic decisions are made.

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