Balancing Artificial Intelligence Autonomy and User Control: Threat‐Contingent Appraisal Pathways to Consumer Responses

Yuk, Hyeyeon, Kim, Minji, Cheah, Jun-Hwa ORCID: https://orcid.org/0000-0001-8440-9564 and Garrett, Tony C. (2026) Balancing Artificial Intelligence Autonomy and User Control: Threat‐Contingent Appraisal Pathways to Consumer Responses. Psychology and Marketing. ISSN 0742-6046

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Abstract

AI–enabled products increasingly delegate decision authority to autonomous systems, yet consumer responses to such autonomydepend on whether users retain meaningful control and how threatening the technology is perceived to be. Drawing on bothTechnology Threat Avoidance Theory (TTAT) and a risk–benefit appraisal perspective, this research examines how AI autonomyand user control shape consumer responses under different levels of perceived technological threat. Across one qualitative study andthree experiments, the findings reveal distinct appraisal patterns. Under high perceived technological threat, AI autonomy and usercontrol interact to shape perceived product risk, with greater autonomy associated with lower risk when user control is high, whichin turn influences consumer responses. Under low perceived technological threat, greater AI autonomy enhances perceived relativebenefit, which in turn promotes favorable consumer responses. A within‐category manipulation of technological threat provides amore controlled test of these patterns. The research also extends the evidence beyond purchase and usage intentions by examiningproduct choice, information seeking, test‐driving decisions, and willingness to pay. Overall, this research provides a threat‐contingentaccount of consumer responses to AI autonomy by highlighting the role of retained user control under technological threat andidentifying distinct risk‐ and benefit‐based appraisal pathways across threat contexts.

Item Type:	Article
Uncontrolled Keywords:	sdg 9 - industry, innovation, and infrastructure,3*,das in place,the data that support the findings of this study are available from the corresponding author upon reasonable request due to privacy and ethical restrictions. ,/dk/atira/pure/sustainabledevelopmentgoals/industry_innovation_and_infrastructure
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	LivePure Connector
Date Deposited:	26 Oct 2026 16:44
Last Modified:	28 Oct 2026 00:10
URI:	https://ueaeprints.uea.ac.uk/id/eprint/104851
DOI:	10.1002/mar.70283

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