Commentary
The Single Touch: Consumers Want Good News From People, Not Algorithms
- by Ray Schultz , Columnist, December 13, 2022
Consumers prefer to receive good news from live people — say, approval of loan applications and higher membership status. But they’re not as happy when an algorithm comes to the same conclusion, according to a Wharton study.
Wharton marketing professor Stefano Puntoni and his colleagues found that “customers are …
Ray Schultz is the former editor of DM News, Chief Marketer, Direct, Circulation Management and other marketing titles.
