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
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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.
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Aritzis, T.. (-0001). 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. Journal of Business and Retail Management Research, Volume 20 Issue 02. https://doi.org/10.24052/JBRMR/V20IS02/ART-02
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APA
Aritzis, T.. (-0001). 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. Journal of Business and Retail Management Research, Volume 20 Issue 02. https://doi.org/10.24052/JBRMR/V20IS02/ART-02
MLA
Aritzis, Theofanis. "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." Journal of Business and Retail Management Research, Volume 20 Issue 02, -0001. https://doi.org/10.24052/JBRMR/V20IS02/ART-02
Chicago
Theofanis Aritzis. "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." Journal of Business and Retail Management Research Volume 20 Issue 02 (30 Nov -0001). https://doi.org/10.24052/JBRMR/V20IS02/ART-02
Harvard
Aritzis, T. (-0001) 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. Journal of Business and Retail Management Research, Volume 20 Issue 02. https://doi.org/10.24052/JBRMR/V20IS02/ART-02
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