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The automaticity attribution bias: How uncertainty avoidance moderates satisfaction with autonomous product failures.

Ka Po Chong1, Duo Huang2

  • 1Institute of Management and Health, University of Wales Trinity Saint David, Swansea, United Kingdom.

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|May 1, 2026
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Summary

Consumers blame autonomous product failures on algorithms, reducing satisfaction. This automaticity attribution bias (AAB) is stronger in cultures with high uncertainty avoidance (UA) and for complex products.

Keywords:
Amazon reviewAutonomous productsConsumer behaviourEmotionProduct failuresUncertainty avoidance

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Area of Science:

  • Consumer Behavior
  • Psychology
  • Marketing

Background:

  • Autonomous products are increasingly common, leading to new consumer experiences with failures.
  • Understanding how consumers attribute these failures is crucial for product design and marketing.
  • Automaticity attribution bias (AAB) describes attributing failures of autonomous systems to their algorithmic nature.

Purpose of the Study:

  • To investigate the phenomenon of automaticity attribution bias (AAB) in consumer responses to autonomous product failures.
  • To examine the moderating role of individual uncertainty tolerance and cultural uncertainty avoidance (UA) on AAB.
  • To explore the psychological mechanisms underlying AAB and its impact on consumer satisfaction.

Main Methods:

  • Study 1: Scenario-based experiment manipulating individual uncertainty tolerance and expectation levels to measure emotional responses and satisfaction.
  • Study 2: Analysis of Amazon reviews from the UK and France (varying in cultural UA) to examine AAB in real-world contexts.
  • Triangulation of experimental and naturalistic data to validate findings across different analytical levels.

Main Results:

  • Consumers attribute autonomous product failures to algorithmic nature, leading to reduced satisfaction, especially for high-autonomy products.
  • The effect of AAB is amplified in cultures with high uncertainty avoidance (UA).
  • AAB mediates the relationship between negative disconfirmation and consumer outcomes, as evidenced in both individual and cultural analyses.

Conclusions:

  • Both individual psychological factors (uncertainty tolerance) and cultural factors (UA) significantly shape consumer responses to autonomous product failures.
  • Findings offer insights for developing tailored marketing strategies for autonomous products in diverse global markets.
  • Understanding AAB is essential for managing consumer expectations and satisfaction with emerging autonomous technologies.