• A
  • A
  • A
  • АБВ
  • АБВ
  • АБВ
  • A
  • A
  • A
  • A
  • A
Обычная версия сайта
  • RU
  • EN
  • HSE University
  • Publications
  • Articles
  • AI credibility and customer satisfaction: a neuroscience-based approach
  • RU
  • EN
Расширенный поиск
Высшая школа экономики
Национальный исследовательский университет
Priority areas
  • business informatics
  • economics
  • engineering science
  • humanitarian
  • IT and mathematics
  • law
  • management
  • mathematics
  • sociology
  • state and public administration
by year
  • 2028
  • 2027
  • 2026
  • 2025
  • 2024
  • 2023
  • 2022
  • 2021
  • 2020
  • 2019
  • 2018
  • 2017
  • 2016
  • 2015
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010
  • 2009
  • 2008
  • 2007
  • 2006
  • 2005
  • 2004
  • 2003
  • 2002
  • 2001
  • 2000
  • 1999
  • 1998
  • 1997
  • 1996
  • 1995
  • 1994
  • 1993
  • 1992
  • 1991
  • 1990
  • 1989
  • 1988
  • 1987
  • 1986
  • 1985
  • 1984
  • 1983
  • 1982
  • 1981
  • 1980
  • 1979
  • 1978
  • 1977
  • 1976
  • 1975
  • 1974
  • 1973
  • 1972
  • 1971
  • 1970
  • 1969
  • 1968
  • 1967
  • 1966
  • 1965
  • 1964
  • 1963
  • 1958
  • More
Subject
News
September 15, 2026
Immunity to Chaos: How Personal Resources Help Us Cope with the Challenges of a Turbulent World
International conflicts, crises and digital overload—the modern world puts our minds to the test every day. Traditional psychology often focuses on the consequences: anxiety, depression, and psychosomatic disorders. But what if we looked at the problem differently—through the lens of the resources that prevent us from breaking down? Psychological immunity is precisely this set of resources. Alena Zolotareva and her group, Psychological Immunity as a Resource for Positive Functioning, are developing an integrative model of this phenomenon, adapting diagnostic tools and preparing for large-scale empirical research. Why do psychologists need to collaborate with medical professionals, and how could their research transform preventive care in clinics and corporations?
September 11, 2026
How to Assess Students Knowledge in the Age of AI
A researcher at HSE University has proposed a flowchart to help lecturers decide how to assess students who use artificial intelligence. It shows where the use of AI should be restricted and where it can be incorporated into the learning process. The article has been published in IT Professional.
September 9, 2026
‘Balkan Hospitality Opens Doors: Studying Dialects on the Verge of Extinction
You cannot study spoken dialects from books. Instead, you need to go to a village, seek out its elders, and earn the trust of local residents before you can record hours of spontaneous stories. This is how Natalia Muravleva, Associate Professor at the Faculty of Humanities, conducts her research. Her internship in Serbia continued her long-standing study of dialects spoken by Macedonian settlers. In this interview, she discusses how diaspora cultural centres help researchers reach informants, why native speakers need to be interviewed only in their own language (otherwise, as she puts it, they may 'break'), and how a single field season helped her finalise her monograph. She also shares warm memories of autumn in Belgrade and of colleagues with whom grammar can be discussed in three languages at once.

 

Have you spotted a typo?
Highlight it, click Ctrl+Enter and send us a message. Thank you for your help!

Publications
  • Books
  • Articles
  • Chapters of books
  • Working papers
  • Report a publication
  • Research at HSE

?

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)
Similar publications
Validation of novel naturalistic limb movement stimuli for studying biological motion perception in adults
Koriakina M., Ntoumanis I., Blagoveshchensky E. et al., Frontiers in Human Neuroscience 2026 Vol. 20 Article 1754368
Introduction:  Understanding how we perceive and interpret the movements of other living beings is fundamental to social interaction, survival, and navigating our dynamic environment. Traditional studies of biological motion perception have predominantly employed simplified stimuli, such as point-light displays, which sacrifice ecological validity for experimental control. Methods:  To overcome this limitation, we created a novel stimulus set featuring ...
Added: September 15, 2026
Vague stimulating ideas, images and metaphors in scientific thinking: researchers' work with horizons of unclear knowledge
Poddiakov A., / Series Social Science Research Network "Social Science Research Network". 2026. No. 7437658.
Clarity of knowledge and reasoning is necessary in many cases. Yet vagueness in scientific thinking related to surprise, curiosity, "ability to engage with not-knowing" (de Freitas) and abductive reasoning is also a crucially important source of scientific creativity which supplements combinatorial logic when dealing with the already known. Starting from studies by C. S. Peirce ...
Added: September 15, 2026
Концептуализация феномена «присутствие» в пространстве консультативной работы с детьми-сиротами / Б. О. Вайдерман, А. В. Торопова // Мир психологии. – 2026. – № 3(126). – С. 4-19.
Торопова А. В., Vayderman B. O., Мир психологии. Научно-методический журнал 2026 № 3 С. 4–19
The article presents grounds for conceptualizing the phenomenon of “presence” in the space of counseling psychological work with orphaned children. Materials 5 of psychological sessions are presented, on the basis of which prerequisites for building the author’s conceptual model were identified. Deep phenomenological and hermeneutic research is based on the personological works of E. B. ...
Added: September 14, 2026
Cyber-Creativity: A Decalogue of Research Challenges
Corazza G. E., Agnoli S., Kharkhurin, A. V. et al., Journal of Intelligence 2025 Vol. 13 No. 8 Article 103
Creativity is the primary driver of our cultural evolution. The astonishing potential of artificial intelligence (AI) and its possible application in the creative process poses an urgent and dramatic challenge for humanity; how can we maximize the benefits of AI while minimizing the associated risks? In this article, we identify all forms of human–AI collaboration ...
Added: September 14, 2026
The authenticity gap: Why generative AI cannot replicate human creativity
Kharkhurin, A. V., Corazza G. E., JOURNAL OF CREATIVITY 2026 Vol. 36 No. 3 Article 100132
This article examines whether generative artificial intelligence (Gen-AI) can be considered creative when evaluated through a dynamic cross-cultural framework of creativity. Integrating the dynamic model of creativity (Corazza et al., 2022) with the four-criterion construct of creativity (Kharkhurin, 2014), the analysis evaluates Gen-AI across four dimensions: originality, effectiveness, aesthetics, and authenticity. The article advances the ...
Added: September 14, 2026
Факторы успешной социально-психологической адаптации женщин, заключивших брак с иностранцами
Mironova O. I., Руонала Л. А., М.: МПГУ им. Ленина, 2026.
Монография посвящена факторам успешной социально-психологической адаптации женщин, переехавших в другу ю страну в связи с замужеством. Особое внимание уделяется рассмотрению феномена адаптации как динамического и нелинейного процесса, влияющего на эволюцию представлений личности о собственной идентичности. В работе подчеркивается важность анализа не только явных, осознаваемых аспектов адаптации, но и скрытых факторов, влияющих на включение в новое ...
Added: September 14, 2026
Разработка копинг-стратегий на основе оценки трудностей взаимодействия с созависимыми
Mironova O. I., Роговая О. С., Экспериментальная психология 2026 Т. 19 № 1 С. 119–135
Контекст и актуальность. Созависимость является одним из факторов, влияющих на развитие зависимости, и сложность обработки созависимых родственников в процессе восстановления становится существенным условием для исходных ситуаций. В исследовании изучается проблема, связанная с взаимодействием созависимых и направленных на поиск способов разработки копинг-стратегий, которые необходимы для получения данных. Цель: изучение внешнего восприятия и наблюдения специалистами, требующими взаимодействия с ...
Added: September 13, 2026
“Reading the Mind in the Eyes Test”: Development of a Russian-Language Version Expanded for Neuroimaging Applications
Zheltyakova M., Korotkov A., Bursov K. et al., Herald of the Russian Academy of Sciences 2026 Vol. 95 P. 1048–1057
The Reading the Mind in the Eyes Test (RMET) is a widely used tool for assessing affective mentalization in both clinical and research contexts. Although translated into many languages, no validated Russian-language version has been available. Furthermore, the limited number of stimuli in the original RMET constrains its applicability in neuroimaging studies. This study presents ...
Added: September 13, 2026
Characteristics of intellectual development in children diagnosed with arthrogryposis multiplex congenita
Koriakina M., Уренцова А., Бурдюкова Ю. et al., Frontiers in Psychology 2026 Vol. 17 P. С. 1704823–170492
This study investigates how congenital motor disorders affect cognition by analyzing intelligence in children with arthrogryposis multiplex congenita (AMC), a condition featuring joint contractures without CNS involvement. Unlike other motor disorders, AMC offers a unique model to study movement restriction’s isolated cognitive effects. The study included 32 children diagnosed with AMC and a control group ...
Added: September 12, 2026
Known but Unseen: Linguistically Mediated Testimonial Injustice and Academic Recognition in Russian-Medium Higher Education
JOURNAL OF INTERDISCIPLINARY STUDIES IN EDUCATION 2026 Vol. 15 No. 7
Soyut Bu makale, Rusça eğitim veren yükseköğretim kurumlarında öğrenim gören Türk öğrencilerin akademik yeterliliklerinin tanınması ve yanlış tanınmasını nasıl deneyimlediklerini incelemektedir. 15 görüşmenin ikincil nitel analizine dayanarak, dilsel performansın sınıf içi katılım ve sözlü değerlendirmede güvenilirlik yargılarını nasıl şekillendirdiğini açıklamak için dilsel olarak aracılık edilen tanıklık adaletsizliği kavramını geliştirmektedir. Üçbiriyle ilişkili dinamik ortaya çıkmıştır: değerlendirmede epistemik ...
Added: September 11, 2026
Mechanisms underlying disfluency effects: a systematic review
Tsigeman-Gorenko E., Психологические исследования: электронный научный журнал 2026 Vol. 19 No. 108 P. 3–22
Introduction. Although some studies link disfluency – the subjective experience of difficulty in processing information – to cognitive and metacognitive benefits, empirical findings remain inconsistent, often showing null or negative effects, while theoretical explanations remain fragmented. Objective. The aim of this review was to systematize and clarify the mechanisms through which disfluency influences cognitive, metacognitive, ...
Added: September 11, 2026
Одиннадцатая международная конференция по когнитивной науке: Тезисы докладов
Александров Ю. И., Н. Новгород: Издательство Нижегородского государственного университета им. Н.И. Лобачевского, 2026.
Настоящий сборник включает материалы Одиннадцатой международной конфе ренции по когнитивной науке, состоявшейся в Нижнем Новгороде, 24-28 августа 2026 г. Конференция посвящена обсуждению вопросов развития познавательных процес сов, их биологической и социальной детерминированности, моделированию когнитив ных функций в системах искусственного интеллекта, разработке философских и мето дологических аспектов когнитивных наук. В центре дискуссий – проблемы сознания, обучения, интеллекта, восприятия, представления и приобретения знаний, ...
Added: September 10, 2026
Self-Monitoring Skills in Online Learning and the Role of Metacognitive Prompts: An Exploratory Study
Koval A., Gorbunova A., Podolsky A. I. et al., Psychology in Russia: State of the Art 2026 Vol. 19 No. 3 P. 89–105
Background. Self-monitoring is critical for online learning, yet many students struggle due to cognitive load. Students with higher self-monitoring skills man- age this demand better, but which load types they handle effectively remains unknown. Metacognitive prompts are a common support tool, but it is unclear whether they amplify or compensate for skill differences. Objective. To examine ...
Added: September 10, 2026
Разработка методик на основе айтрекинга для диагностики когнитивных функций у детей
Ребрейкина А. Б., Liaukovich K., Современная зарубежная психология 2024 Т. 13 № 2 С. 33–43
Создание методик диагностики на основе анализа движений глаз является особенно актуальным для оценки когнитивных функций у детей, которые не могут дать речевой или моторный ответ в силу своего возраста или из-за нарушений развития. Для таких детей использование объективных методов оценки когнитивных функций на основе айтрекинга может стать полезным диагностическим инструментом, дополняющим традиционные поведенческие опросники и ...
Added: September 8, 2026
Развитие когнитивных функций детей с помощью методик, использующих видеоокулографию
Ребрейкина А. Б., Liaukovich K., Современная зарубежная психология 2023 Т. 12 № 4 С. 51–61
Активное развитие метода видеоокулографии, т. е. регистрации движений глаз, создает возможности для создания новых подходов для развития когнитивных функций и обучения. Методики, основанные на видеоокулографии, могут быть полезны не только для детей с серьезными нарушениями моторных функций, но и детей с нарушениями развития когнитивных функций, прежде всего внимания, так как контроль движений глаз тесно связан ...
Added: September 8, 2026
College Students’ Responses to Automated Feedback on Self-Regulated Learning
Yu E. C., Lui A., Andrade H. et al., Educational Assessment 2026 P. 1–26
Feedback often promotes student learning. Research has focused on delivering high-quality feedback, yet too little is known about how students respond to feedback, and whether and why it serves its intended purposes. This study is an investigation of how college students responded to feedback on their self-regulated learning (SRL). After taking an online assessment of ...
Added: September 8, 2026
Electrophysiological Evidence of Dissociation Between Explicit Encoding and Fast Mapping of Novel Spoken Words
Shtyrov Y., Filippova M., Blagoveshchensky E. et al., Frontiers in Psychology 2021 Vol. 12 Article 571673
Existing behavioral, neuropsychological and functional neuroimaging data suggest that at least two major cognitive strategies are used for new word learning: fast mapping (FM) via context-dependent inference and explicit encoding (EE) via direct instruction. However, these distinctions remain debated at both behavioral and neurophysiological levels, not least due to confounds related to diverging experimental settings. Furthermore, the neural dynamics ...
Added: March 26, 2025
Customer satisfaction factors in online retail: online review analysis
M. Haddadi, V. A. Rebiazina, Vestnik of Saint Petersburg University. Management 2023 Vol. 22 No. 1 P. 3–22
This paper aims to analyze online customers’ reviews and gain insight into customer satisfaction factors drawn from a big user-generated content of US online retailers. This user-generated content has become more insightful, especially in the COVID-19 era as the result of a rapid increase in online shopping. This study uses a big textual data of ...
Added: April 7, 2023
Using Intelligent Text Analysis of Online Reviews to Determine the Main Factors of Restaurant Value Propositions
Elizaveta Fainshtein, Serova E., , in: Research Anthology on Implementing Sentiment Analysis Across Multiple Disciplines.: IGI Global, 2022. Ch. 57 P. 1101–1118.
This chapter discusses the sentiment classification of text messages containing customer reviews of an online restaurant service system using machine-learning methods, in particular text mining and multivariate text sentiment analysis. The study determines the structure of value proposition factors based on online restaurant reviews on TripAdvisor, collecting information on consumer preferences and the restaurant services in St. Petersburg (Russia) ...
Added: August 3, 2022
Удовлетворенность онлайн-обучением: теоретические подходы и эмпирические измерения
Артёмова Е. В., Dvoryashina M. M., Управленец 2019 Т. 10 № 6 С. 42–53
The emergence of e-learning transforms behavioural patterns of all participants in the education market. It is necessary to try alternative approaches and marketing tools to design effective online courses and ensure their integration to the educational process. The article analyses the opportunities and constraints on using the key marketing concept of customer satisfaction in terms of e-learning. In ...
Added: February 25, 2020
Клиентоориентированность: исследования, стратегии, технологии : монография
Oyner O. K., Lipsits I. V., Panteleeva E. et al., М.: ИНФРА-М, 2020.
Customer centricity is one of the most discussed marketing concepts nowadays. The monograph focuses on a wide range of issues: from cultural and consumer trends, evolution of the concept of customer orientation to methods of assessment of customer centricity, customer retention technologies, and role of personnel in building a customer-cenric company. The monograph is intended for ...
Added: October 30, 2019
Анализ факторов выбора потребителями городского пассажирского автобусного перевозчика
Shushkin M., В кн.: Социально-экономические преобразования и проблемы. Сборник научных трудов (выпуск 8).: Издательство НИСОЦ, 2018. С. 177–185.
Представлены результаты исследования специфики потребительского поведения пассажиров городского общественного транспорта жителей ряда крупных городов России. Данное исследование направлено на описание модели потребительского поведения на изучаемом рынке, а также на выявление наиболее приоритетных факторов выбора автобусных перевозчиков жителями крупных городов. Результаты исследования представляют интерес для компаний-операторов на рынке городских автобусных перевозок, а также для муниципалитетов крупных городов при формировании программ развития транспортной системы. ...
Added: January 31, 2019
The antecedents and consequences of customer satisfaction in tourism: a systematic literature review
Maria Victòria S. R., Rudchenko V., Juan Carlos M., Tourism and Hospitality Management 2018 Vol. 24 No. 1 P. 151–183
Purpose – The aim of this paper is to provide empirical guidance on those antecedents and consequences of customer satisfaction (CS) that may be included in the tourism sector and based on a systematic literature review. Design/methodology/approach – Undertaken through a review of 495 papers that have been published in 41 journals since 1988 and ...
Added: January 27, 2018
Profiling satisfied and dissatisfied hotel visitors using publicly available data from a booking platform
Pokryshevskaya E. B., Antipov E. A., International Journal of Hospitality Management 2017 Vol. 67 P. 1–10
We develop a set of models for predicting hotel visitor satisfaction and the probability of complaints about various service aspects. Our empirical analysis is based on 3630 reviews from one of the Dubai hotels. We identify profiles of visitors who are likely to be dissatisfied with the hotel service and need special attention, as well ...
Added: September 29, 2017
  • About
  • About
  • Key Figures & Facts
  • Sustainability at HSE University
  • Faculties & Departments
  • International Partnerships
  • Faculty & Staff
  • HSE Buildings
  • HSE University for Persons with Disabilities
  • Public Enquiries
  • Studies
  • Admissions
  • Programme Catalogue
  • Undergraduate
  • Graduate
  • Exchange Programmes
  • Summer University
  • Summer Schools
  • Semester in Moscow
  • Business Internship
  • Research
  • International Laboratories
  • Research Centres
  • Research Projects
  • Monitoring Studies
  • Conferences & Seminars
  • Academic Jobs
  • Yasin (April) International Academic Conference on Economic and Social Development
  • Media & Resources
  • Publications by staff
  • HSE Journals
  • Publishing House
  • iq.hse.ru: commentary by HSE experts
  • Library
  • Economic & Social Data Archive
  • Video
  • HSE Repository of Socio-Economic Information
  • HSE1993–2026
  • Contacts
  • Copyright
  • Privacy Policy
  • Site Map
Edit