Start Date
17-10-2025 10:30 AM
End Date
17-10-2025 11:00 AM
Submission Type
Abstract
Track
Marketing
Abstract
This research investigates consumer interactions with AI-powered shopping assistance in skincare retailing. Skincare presents a compelling context where vast product selections intersect with consumers' diMiculty assessing skin conditions. AI technology can enhance decision quality through instant skin diagnosis and recommendations, but it requires understanding how consumers respond to such technology. Our multi-method approach combines focus groups, laboratory experiments, and field experiments using an AI-powered skin analysis system. Focus groups reveal positive responses to the technology's detailed diagnoses, with participants showing heightened sensitivity to visual information and social comparative metrics.
Our lab experiment (2×2 between-subjects design) examines how visual presentations and social comparisons reshape consumer behavior through three mechanisms: perception recalibration, importance reevaluation, and confidence adjustment. Results show asymmetric eMects, where positive comparisons have a significant impact on self-perception and importance ratings, while visual elements broadly enhance engagement with skin concerns.
Our next phase will be a field study to evaluate the real-world business impact of implementing this technology in retail, measuring outcomes such as store traMic and sales performance.
Included in
Consumer Response to AI Technology in Beauty Product Marketing
This research investigates consumer interactions with AI-powered shopping assistance in skincare retailing. Skincare presents a compelling context where vast product selections intersect with consumers' diMiculty assessing skin conditions. AI technology can enhance decision quality through instant skin diagnosis and recommendations, but it requires understanding how consumers respond to such technology. Our multi-method approach combines focus groups, laboratory experiments, and field experiments using an AI-powered skin analysis system. Focus groups reveal positive responses to the technology's detailed diagnoses, with participants showing heightened sensitivity to visual information and social comparative metrics.
Our lab experiment (2×2 between-subjects design) examines how visual presentations and social comparisons reshape consumer behavior through three mechanisms: perception recalibration, importance reevaluation, and confidence adjustment. Results show asymmetric eMects, where positive comparisons have a significant impact on self-perception and importance ratings, while visual elements broadly enhance engagement with skin concerns.
Our next phase will be a field study to evaluate the real-world business impact of implementing this technology in retail, measuring outcomes such as store traMic and sales performance.
