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August 12, 2026
‘I Would Like My Research to Help Make the World a Calmer and Better Place
Whatever task Saraa Ali, Junior Research Fellow at the Laboratory of Methods for Big Data Analysis (LAMBDA) of the AI and Digital Science Institute (HSE Faculty of Computer Science), is working on, she thinks about how it can benefit people. She told the Young Scientists of HSE University project about her large family, diagnosing three-phase motors, and her dream of building a children’s home in her native country.
August 11, 2026
‘The Peak of Stupidity and ‘The Valley of Despair: HSE Economists Propose an Explanation for the Dunning–Kruger Effect
The Dunning–Kruger effect, which describes a sharp surge in self-confidence among beginners followed by an equally rapid decline as they gain experience, can be explained by the nature of the learning process and the acquisition of new knowledge. This conclusion was reached by Andrey Vorchik of the HSE Faculty of Economic Sciences together with independent researcher Murat Mamyshev. They developed a mathematical model of learning and demonstrated how subjective confidence is formed and changes as knowledge accumulates, as well as how teachers can reduce the ‘valley of despair’ experienced by learners.
July 24, 2026
‘I Like Self-Fulfilling Prophecies
Andrey Vorchik studies happiness, delivers popular science lectures, and believes that science should address social issues as well. In an interview for the Young Scientists of HSE University project, he spoke about how emotions influence decision-making, the Bermuda Triangle formed by the bathroom, refrigerator, and bed, and the ideal formula for education.

 

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AI credibility and customer satisfaction: a neuroscience-based approach

Journal of Consumer Marketing. 2026. Vol. 43. No. 4. P. 445–458.
Zubair M., Iqbal S., Kashif M., Kosonogov V., Shestakova A.

Purpose

The purpose of this study is to compare the impact of website recommendations and artificial intelligence (AI)-based, voice-enabled recommendations on customer satisfaction with the products recommended using the event-related potential (ERP) of electroencephalograms.

Design/methodology/approach

By applying source credibility theory and using experimental designs within subject factors, the study analysed the impact of AI and website recommendations based on the “search” and “experience” product types.

Findings

The behavioural results confirmed the significant effects of both AI and website recommendations on customer satisfaction with the products recommended. The ERP results showed that for a “search” product, users demonstrated a higher emotional response (represented by the P3 amplitude) to voice-enabled AI-recommended products and a higher attentional response (represented by the P1 amplitude) to products recommended by a website. However, the influence of the “experience” product type was ineffective.

Originality/value

The results contribute to the AI credibility literature by highlighting the effectiveness of AI-powered voice assistant recommendations on customer satisfaction.

Research target: Psychology
Language: English
DOI
Text on another site
Keywords: customer satisfactionevent-related potentialAI credibilityVoice assistant recommendationsWebsite recommendations
Publication based on the results of:
Multidisciplinary study of behavior and decision-making in health population and patients using behavioral, economic, neurocognitive, neuroeconomic, neurocomputational and neural network approaches (2025)
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