How AI-induced existential threats affect consumer skepticism toward corporate marketing communications in the hospitality and tourism industry

Abstract

While artificial intelligence (AI) technology offers a variety of potential advantages, the general public has voiced serious concerns that the development of AI could pose threats to human existence. This work explores how AI-induced existential threats shape consumers’ cognitive beliefs about corporate marketing communications in the hospitality and tourism industry (e.g., hotel corporate social responsibility activities and travel package advertisements). Through one survey and four experiments, this research uncovers an important unforeseen dark side of AI. That is, AI-induced existential threats lead to consumer skepticism toward corporate marketing communications. In addition, we find that consumers’ zero-sum mindset is the psychological mechanism explaining the negative AI effect. Moreover, this paper identifies regulatory focus as a critical boundary condition. Specifically, the unintended effect of AI-induced existential threats only occurs among promotion-focused individuals but disappears among prevention-focused individuals