{
    "journal": {
        "title": "Journal of Business and Retail Management Research",
        "acronym": "JBRMR",
        "issn_print": "",
        "issn_online": "2056-6271",
        "doi_prefix": "https://doi.org/10.24052/JBRMR/"
    },
    "article": {
        "id": 608,
        "title": "AI anxiety and consumer identity: Emotional responses to intelligent systems through the identity-aligned emotional model — quantitative evidence from a mediterranean high -uncertainty-avoidance consumer sample",
        "abstract": "Whether emotional responses to artificial intelligence operate as undifferentiated technology anxiety or as identity-conditioned dimensional patterns has not been systematically tested in naturalistic consumer survey data. This study addresses this gap through quantitative analysis of validated survey data from a Greek consumer sample of N = 318 with three Principal Component Analysis-validated AI vulnerability subscales: Implications, Surveillance, and Ethical Issues; Concerns about Lack of Knowledge about AI; and Consumer and Social Concerns. Three identity-conditioned dimensional patterns are documented through one-way analyses of variance and independent samples t-tests across tech-savviness, channel preference, and geographic context segments. The Identity-Aligned Emotional Model refines the foundational exposure-familiarity-acceptance pathway by specifying how identity motivation conditions emotional response across distinct vulnerability dimensions. The findings supplement aggregate technology adoption mechanisms with dimension-specific design principles for AI public communication strategy in Mediterranean high-uncertainty-avoidance consumer contexts.",
        "keywords": [
            "AI consumer anxiety",
            "identity-aligned emotional model",
            "dimensional refinement",
            "Mediterranean uncertainty-avoidance",
            "AI public communication"
        ],
        "doi": "https://doi.org/10.24052/JBRMR/V20IS02/ART-02",
        "url": "https://jbrmr.com/details&cid=608",
        "pdf_url": "https://jbrmr.com/cdn/article_file/2026-05-15-10-26-36-AM.pdf",
        "volume": "Volume 20",
        "issue": "Issue 02",
        "issue_id": 58,
        "issue_published_month": "2026-04-01",
        "published_date": "2026-05-15",
        "online_first_status": "no",
        "online_first_date": "0000-00-00",
        "history": {
            "received": "0000-00-00",
            "revised": "0000-00-00",
            "accepted": "0000-00-00"
        },
        "declarations": {
            "funding": "",
            "conflict_of_interest": "",
            "data_availability": "",
            "author_contributions": ""
        },
        "notice": {
            "type": "none",
            "text": ""
        },
        "metrics": {
            "views": 122100,
            "downloads": 84,
            "citations": 0
        },
        "authors": [
            {
                "name": "Theofanis Aritzis",
                "organization": "Independent Researcher, Athens, Greece",
                "country": ""
            }
        ],
        "supplementary_materials": []
    }
}