Business Administration Professor Lee Eun-joo's research team announces consumer response research on medical artificial
- bizskk
- Hit145
- 2024-01-23
Professor Lee Eun-joo's research team from the Department of Business Administration recently published research results on how medical consumers make decisions in the academic journal Psychology & Marketing.
Although AI-assisted healthcare is being discussed in earnest, little is known about how consumers experience medical AI and whether they use these healthcare providers for follow-up treatment. In this study, the research team studied ‘the impact of medical AI and personalized services received from human doctors on medical consumers’ intention to revisit.’
The study found that regardless of the type of healthcare provider (human or AI), consumers tended to feel more happy after receiving 'highly personalized' medical advice than after receiving 'less personalized' advice. Meanwhile, consumers preferred follow-up visits with human doctors, even when they received ‘less personalized’ consultations. Through this, it was found that the variable ‘empathy’ influenced the correlation between the type of medical service provider and intention to revisit.
Additionally, they found that ‘highly personalized’ medical consultations resulted in greater activation of the anterior cingulate cortex than ‘less personalized’ medical consultations, and that this activation was also correlated with participants’ intention to revisit. Additionally, the temporo-occipital fusiform cortex was more active when visiting a human doctor rather than a medical AI, regardless of the level of personalization, and this activation also correlated with participants' intention to revisit.
These results suggest that even medical AI, which can highly mimic humans, cannot currently replace human doctors, so human doctors remain important in providing medical consultation and treatment.
Meanwhile, the research team used neuroimaging (fMRI) along with behavioral experiments to reveal neural processes of perception, emotion, and decision-making that could not be known from data. The research team said that this gave in-depth insight into neuromarketing that could not be obtained through surveys alone.
First author Jang Yi-yeon said, 'It is meaningful to provide new insights into research methodology through interdisciplinary research such as marketing, psychology, and neuroscience. We will continue follow-up research using neuroscience and sensory marketing in consumer well-being and healthcare."
The research team's results were published in Psychology & Marketing (IF 6.7).
※Paper name: Consumers’ Responses to Personalized Service from Medical Artificial Intelligence and Human Doctors
※Author name: Jang Yi-yeon (first author), Dam Mun-yeong (second author), Professor Lee Eun-ju (corresponding author)