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Persuading Patients Using Rhetoric to Improve Artificial Intelligence Adoption: Experimental Study.

Glorin Sebastian1, Amrita George2, George Jackson3

  • 1Georgia Institute of Technology, Atlanta, GA, United States.

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|March 13, 2023
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Summary
This summary is machine-generated.

Rhetoric-based advertisements can boost patient adoption of artificial intelligence (AI) in healthcare. Using ethos, pathos, and logos in AI promotions effectively addresses patient concerns and enhances trust and innovativeness.

Keywords:
AI adoptionartificial intelligence adoptioncommunication strategieshealth ITprivacy concernstechnology acceptancetrust

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Area of Science:

  • Health Informatics
  • Artificial Intelligence
  • Communication Studies

Background:

  • Artificial intelligence (AI) offers significant potential to enhance healthcare processes by translating complex data into clinical decisions.
  • Despite AI's proven efficiency, its adoption in healthcare settings remains slow due to factors like trust, privacy, and perceived novelty.
  • The influence of rhetorical strategies in AI product promotion to patients has been underexplored.

Purpose of the Study:

  • To investigate the effectiveness of communication strategies (ethos, pathos, logos) in overcoming barriers to AI product adoption among patients.
  • To determine how different rhetorical appeals influence patient trust, innovativeness, and perception of novelty in AI healthcare products.

Main Methods:

  • Experimental design involving the manipulation of communication strategies (ethos, pathos, logos) in promotional advertisements for an AI product.
  • Data collection from 150 participants via Amazon Mechanical Turk, with random exposure to specific rhetoric-based advertisements.
  • Statistical analysis to assess the impact of communication strategies on user trust, innovativeness, and perceived novelty.

Main Results:

  • Rhetorical communication strategies significantly impact user trust, customer innovativeness, and perceived novelty, thereby improving AI product adoption.
  • Pathos-based promotions enhanced AI adoption by increasing user trust and perceived novelty (P<.001).
  • Ethos-based promotions boosted customer innovativeness (P<.001), while logos-based promotions alleviated trust issues (P<.001).

Conclusions:

  • Rhetoric-based advertisements are effective in promoting AI products to patients in healthcare.
  • Utilizing communication strategies like ethos, pathos, and logos can mitigate patient concerns regarding AI adoption in their care.
  • Strategic use of rhetoric can overcome key barriers, facilitating the integration of AI into patient healthcare experiences.