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ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to

Bad News? Send an AI. Good News? Send a Human (Garvey, Kim, and Duhachek 2022)

October 16, 2022

While garnering favorable customer reactions following offerings is critical, the role of human or AI agents as the deliverers of offering information could prove to be a deciding factor.

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