... varied with form realism and behavioral realism in 2 × 2 design Realism: FR (high, low) × BR (high, low) √ Cognitive trust, affective trust Service context (hedonic vs. utilitarian) Museum, canteen, bank, hotel √ √ √ √ √ √ Note(s): FR = form realism; BR = behavioral realism; HF–HB...

... product categories) for the impact of perceived preference heterogeneity on consumer acceptance of AI-driven recommendations. Three follow-up experiments with 597 participants provide causal evidence and examine the mediating role of cognitive trust (versus affective trust) as well as the moderating role...