Consumer Behavior

The Influence of Shopping Context and Anthropocentric Bias on Consumer Preferences for Human and AI Designers in Fashion

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Abstract

This study explores how shopping contexts (hedonic vs. utilitarian) influence consumer preferences for AI- vs. human-designed fashion products. In Study 1, participants with hedonic motivations preferred human-designed items, while those with utilitarian motivations preferred AI-designed products, supporting the hypothesis that shopping context affects designer preferences. Study 2 further investigates the mediation of competence-warmth traits in designer preferences and the moderation of anthropocentric bias. It finds that hedonic shopping contexts increase the desire for warmth-related traits, leading to a preference for human designers, while utilitarian contexts favor competence-related traits and AI designs. Additionally, individuals with higher anthropocentric biases showed stronger preferences for human designers in hedonic contexts. These findings emphasize the role of psychological factors in shaping consumer responses to AI-driven fashion design, highlighting the importance of context and personal biases in consumer decision-making.

Keywords: AI, utilitarian, warmth, anthropocentric bias, competence, hedonic

How to Cite:

Choi, D., Lee, H., Song, C. & Lee, J., (2025) “The Influence of Shopping Context and Anthropocentric Bias on Consumer Preferences for Human and AI Designers in Fashion”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18525