Artificial intelligence (AI) in FinTech decisions: the role of congruity and rejection sensitivity

• Published in: International journal of bank marketing Vol. 41; no. 6; pp. 1282 - 1307
• Main Authors: Gonçalves, Ana Rita, Breda Meira, Amanda, Shuqair, Saleh, Costa Pinto, Diego
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 24.08.2023; Emerald Group Publishing Limited
• Subjects: Artificial intelligence; Automation; Bank marketing; Bank technology; Consumers; Customer services; Decision making; Financial services; Marketing; Role congruity; Rejection sensitivity; Artificial intelligence; FinTech; Satisfaction
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-07-2022-0295

PurposeThe digital revolution has changed consumer–service provider interaction, spawning a new generation of FinTech. This paper analyzes consumers' reactions to artificial intelligence (AI) (vs human) decisions.Design/methodology/approachThe authors tested their predictions by conducting two experimental studies with FinTech consumers (n = 503).FindingsThe results reveal that consumers' responses to AI (vs human) credit decisions depend on the type of credit product. For personal loans, the rejection by an AI provider triggers higher levels of satisfaction compared to a credit analyst. This effect is explained via the perceived role congruity. In addition, the findings reveal that consumers’ rejection sensitivity determines how they perceive financial services role congruity.Originality/valueTo the best of the authors' knowledge, this research is the first to jointly examine AI (vs human) credit decisions in FinTech and role congruity, extending prior research in the field.