Chiara Longoni

Chiara Longoni

Consumer researcher and first author of the 2019 study that traced resistance to medical artificial intelligence to uniqueness neglect.

Who they are

With Andrea Bonezzi and Carey Morewedge, Longoni reported nine studies in the Journal of Consumer Research in 2019. People were less willing to use healthcare from an AI provider, would pay less for it and were less sensitive to differences in its performance. The authors traced this to uniqueness neglect, a worry that a machine cannot take account of a person's own characteristics and circumstances.

The resistance was stronger among people who saw themselves as more unique. It eased when the AI's care was described as personalised, or when the AI only supported a decision made by a human provider.

Key papers

Longoni, C., Bonezzi, A., & Morewedge, C. K. (2019). "Resistance to medical artificial intelligence." Journal of Consumer Research, 46(4), 629-650. doi:10.1093/jcr/ucz013.

Key ideas

Uniqueness neglect: the worry that an automated provider cannot take account of what is particular about you. See Uniqueness Neglect and Algorithm Aversion.

Sources

  1. Longoni, Bonezzi and Morewedge (2019), abstract read (Oxford University Press article page), 13 October 2026.