市场营销学系讲座

时    间：2022年5月26日（周四）09:00-10:30

地    点：腾讯会议，会议号：614-218-755   密码：0526

主    题：Identifying and Mitigating the Unintended Consequences of Raising Awareness of Algorithmic Bias

主讲人：Yang Yang 老师 (The Warrington College of Business, University of Florida)

主持人：金立印

摘   要：

Media coverage of algorithmic bias has increased public awareness of the topic over the past five years. While public awareness is important for compelling companies and policymakers to address the issue of algorithmic bias, we discover an unintended consequence: When people learn that certain algorithms are biased, they overgeneralize the information and believe other algorithms are biased, too. An analysis of a longitudinal Airbnb dataset and controlled experiments reveal that raising awareness of algorithmic racial bias can deter Black consumers (but not white consumers) from using “good” (i.e., fair and beneficial) algorithms. Racial disparities in the adoption of “good” algorithms can exacerbate existing economic inequalities and create a data imbalance that may increase the risk of algorithmic bias in the future. We design and test theory-driven interventions, for firms and for media outlets, to mitigate the adverse effect of awareness.

主讲人简介：

Yang Yang is an Assistant Professor of Marketing at the University of Florida’s Warrington College of Business. She received her Ph.D. from Carnegie Mellon University in 2015 and teaches Product Development and Management to master’s and MBA students at the University of Florida.

Her research focuses on consumer decisions, predictions, and experiences, and it offers implications for consumer welfare, marketing practice, and public policy. Her recent work investigates, for example, why people fail to choose colleges that will lead to higher lifetime earnings, why they believe and share misinformation, why disadvantaged consumers are reluctant to adopt algorithms that would benefit them, and why highly eco-friendly products are less successful than they should be. Yang’s research has been published in top-tier academic journals such as Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, and Journal of Personality and Social Psychology. Her work has been covered by prominent media outlets such as The New York Times, The Wall Street Journal, Forbes, The Washington Post, The Atlantic, Harvard Business Review, and Chicago Booth Review. She was named the Marketing Science Institute Young Scholar in 2019.

市场营销学系

2022-5-23