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Bezençon, Valéry

Nom
Bezençon, Valéry
Affiliation principale
Site web
Fonction
Professeur ordinaire
Email
valery.bezencon@unine.ch
Identifiants
https://libra.unine.ch/handle/123456789/737
_
0000-0002-1670-3179

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  • Publication
    Accès libre
    Seeing Through the Fog: The Ability to Resolve Ambiguity Reduces Dishonesty
    (2025)
    Puntiroli, Michael 
    ;
    Kandul, Serhiy 
    ;
    Bezençon, Valéry 
    ;
    Lanz, Bruno 
    Ambiguity acts as a veil that can help conceal and justify dishonest behavior. While an individual’s ability to disambiguate information in a task may help remove the veil of ambiguity and thus promote honesty, the relationship between ambiguity, ability, and dishonesty is currently unexplored. To investigate this, we employed an experimental design where participants attempted to resolve an ambiguous task and reported their performance. Results showed that ambiguity and dishonesty increase in unison. Importantly, the participants who resolved ambiguity acted less dishonestly (Study 1). In Studies 2a, 2b, and 3, we increased participants’ ability by briefly training them to disambiguate the information presented in the task. The results showed that participants acted less dishonestly when their ability levels were increased. Overall, the findings indicate that dishonesty can be reduced not only by making tasks less ambiguous but also by enhancing an individual’s ability to successfully resolve ambiguity.
  • Publication
    Métadonnées seulement
    Effective Communication with Vulnerable People
    (2022-6-9)
    Puntiroli, Michael 
    ;
    Alavi, Sascha
    ;
    Bezençon, Valéry 
    ;
    Kocher, Bruno 
    Billions of people worldwide experience vulnerability in different ways. States, nonprofit and even private organizations develop offers to support vulnerable individuals. It is however unclear how to best encourage such individuals to engage with these offers that are designed to help them. We conducted a field experiment study, in the form of a direct marketing campaign. A total of 9002 randomly selected unemployed people received one of six support messages by SMS, informing them about trainings that could help them find a new job. The support message was either a plain message plus a link to the courses (control), or communicated additional monetary or psychological value. We measured whether participants engaged with the offer. The results showed that all the support messages that communicated additional value generated less engagement compared to the plain control message. Moderation analyses using primary and district-level secondary data associated to vulnerability further highlighted that the level of vulnerability indeed enforces this tendency to mistrust value communicated in messages. The findings suggest that for vulnerable people a more defensive, careful, communication approach is required to foster engagement in well-intentioned offers.
  • Publication
    Accès libre
    Are consumers consistent in their sustainable behaviours? A longitudinal study on consistency and spillover
    (2022-4-26)
    Puntiroli, Michael 
    ;
    Moussaoui, Lisa S.
    ;
    Bezençon, Valéry 
    It is unclear whether knowledge about a customer’s current sustainable behaviours, such as their choice of lightbulbs or travel mode, allows us to predict the sustainable behaviours they will carry out in the future. We address this in a large longitudinal study (N = 2177) where participants provided self-reports on electricity-, heating- and mobility related consumption at two separate times, three years apart. The results highlighted a high level of temporal consistency, whereby carrying out one sustainable behaviour predicted consumers would be carrying out the same behaviour three years later. However, sustainable behaviours generally did not drive other different sustainable behaviours years later (i.e. no spillover). In fact, isolated instances of spillover emerged only between different kinds of mobility-related consumption among consumers with high environmental values. Overall, the findings indicate a high degree of consistency in sustainable behaviour even years apart, and limited spillover from one sustainable behaviour to another.
  • Publication
    Accès libre
    Trojan Horse or Useful Helper? A Relationship Perspective on Artificial Intelligence Assistants with Humanlike Features
    (2022-3-22)
    Uysal, Ertugrul Behlül 
    ;
    Alavi, Sascha
    ;
    Bezençon, Valéry 
    Artificial intelligence assistants (AIAs) such as Alexa are prevalent in consumers’ homes. Owing to their powerful artificial intelligence, consumers may perceive that AIAs have a mind of their own, that is, they anthropomorphize them. Past marketing research points to beneficial effects of AIA anthropomorphism for consumers and companies, while potential harmful effects have not been empirically explored. In examining both beneficial and harmful effects, this paper adopts a relationship perspective. Indeed, consumers spend large amounts of time with their AIAs, potentially developing a relationship over time that builds on an exchange of benefits and (psychological) costs. A preliminary survey and user interviews, a field study and a field experiment with AIA users show that AIA anthropomorphism may threaten users’ identity, which disempowers them, creates data privacy concerns and ultimately undermines their well-being. These harmful effects particularly emerge in close, long relationships. The field experiment uncovers three empowering interventions which attenuate harmful effects of AIA anthropomorphism in relationships with consumers. With AI-powered technologies taking larger roles in our daily lives, our research highlights key future directions to investigate the permanent ongoing nature of the consumer–AI relationships.
  • Publication
    Accès libre
    Trojan Horse or Useful Helper? A Relationship Perspective on Artificial Intelligence Assistants with Humanlike Features
    (2022-2-18)
    Uysal, Ertugrul Behlül 
    ;
    Alavi, Sascha
    ;
    Bezençon, Valéry 
    Artificial intelligence assistants (AIAs) such as Alexa are prevalent in consumers’ home. Due to their powerful artificial intelligence, consumers may perceive that AIAs have a mind of their own, that is, they are anthropomorphizing them. Past marketing research points to beneficial effects of AIA anthropomorphism for consumers and companies, while potential harmful effects are less explored. To examine both beneficial and costly effects, the paper adopts a relationship perspective. Indeed, consumers spend large amounts of time with their AIA, potentially developing a relationship over time that builds on an exchange of benefits and (psychological) costs. A field study and a field experiment with AIA users show that AIA anthropomorphism may threaten users’ identity, which disempowers them, creates data privacy concerns and ultimately undermines their well-being. These harmful effects particularly emerge in close, long relationships. The field experiment uncovers three empowering interventions, which attenuate harmful effects of AIA anthropomorphism in relationships with consumers.