“Algorithms or Empathy?” AI-First vs. Human-First Brand Communication and the Formation of Consumer Trust Across Industries: Evidence from Healthcare and Insurance
(2026) BUSN39 20261Department of Business Administration
- Abstract
- Thesis Purpose
This thesis examines how AI-first versus human-first brand communication influences perceived warmth, perceived competence, and brand trust across healthcare and insurance contexts, and whether these effects differ between the two industries.
Methodology
A quantitative between-subjects experiment employing a 2 x 2 factorial design was conducted. Participants (N = 259) were randomly assigned to one of four conditions and evaluated a fictional brand webpage designed to represent either a healthcare or insurance provider. Data were analysed using ANOVA and mediation analysis.
Findings
Human-first communication generated significantly higher brand trust than AI-first communication. Perceived warmth significantly... (More) - Thesis Purpose
This thesis examines how AI-first versus human-first brand communication influences perceived warmth, perceived competence, and brand trust across healthcare and insurance contexts, and whether these effects differ between the two industries.
Methodology
A quantitative between-subjects experiment employing a 2 x 2 factorial design was conducted. Participants (N = 259) were randomly assigned to one of four conditions and evaluated a fictional brand webpage designed to represent either a healthcare or insurance provider. Data were analysed using ANOVA and mediation analysis.
Findings
Human-first communication generated significantly higher brand trust than AI-first communication. Perceived warmth significantly mediated the relationship between communication framing and brand trust, whereas the competence pathway was not significant. Industry context did not significantly moderate any of the hypothesised relationships. Healthcare conditions generated higher warmth, competence, and brand trust than insurance conditions across all framing conditions.
Theoretical and Practical Implications
The study extends the Stereotype Content Model and the Brands as Intentional Agents Framework to strategic brand identity communication. The findings highlight the importance of warmth in trust formation and suggest that human-first communication is more effective than AI-first communication for building consumer trust. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9239899
- author
- Degjoni, Aldiron LU and Klinga, Marcus LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20261
- year
- 2026
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- AI-first brand communication, Human-first brand communication, Brand trust, Perceived warmth, Perceived competence, Stereotype Content Model, Brands as Intentional Agents Framework
- language
- English
- id
- 9239899
- date added to LUP
- 2026-06-22 15:23:17
- date last changed
- 2026-06-22 15:23:17
@misc{9239899,
abstract = {{Thesis Purpose
This thesis examines how AI-first versus human-first brand communication influences perceived warmth, perceived competence, and brand trust across healthcare and insurance contexts, and whether these effects differ between the two industries.
Methodology
A quantitative between-subjects experiment employing a 2 x 2 factorial design was conducted. Participants (N = 259) were randomly assigned to one of four conditions and evaluated a fictional brand webpage designed to represent either a healthcare or insurance provider. Data were analysed using ANOVA and mediation analysis.
Findings
Human-first communication generated significantly higher brand trust than AI-first communication. Perceived warmth significantly mediated the relationship between communication framing and brand trust, whereas the competence pathway was not significant. Industry context did not significantly moderate any of the hypothesised relationships. Healthcare conditions generated higher warmth, competence, and brand trust than insurance conditions across all framing conditions.
Theoretical and Practical Implications
The study extends the Stereotype Content Model and the Brands as Intentional Agents Framework to strategic brand identity communication. The findings highlight the importance of warmth in trust formation and suggest that human-first communication is more effective than AI-first communication for building consumer trust.}},
author = {{Degjoni, Aldiron and Klinga, Marcus}},
language = {{eng}},
note = {{Student Paper}},
title = {{“Algorithms or Empathy?” AI-First vs. Human-First Brand Communication and the Formation of Consumer Trust Across Industries: Evidence from Healthcare and Insurance}},
year = {{2026}},
}