Skip to main content
Kent Academic Repository

AI in Marketing, Consumer Research & Psychology: A Systematic Literature Review and Research Agenda

Mariani, Marcello, Perez-Vega, Rodrigo, Wirtz, Jochen (2021) AI in Marketing, Consumer Research & Psychology: A Systematic Literature Review and Research Agenda. Psychology and Marketing, . ISSN 0742-6046. E-ISSN 1520-6793. (doi:10.1002/mar.21619) (KAR id:91645)


This study is the first to provide an integrated view on the body of knowledge on artificial intelligence (AI) published in the marketing, consumer research, and psychology literature. By leveraging a systematic literature review (SLR) using a data-driven approach and quantitative methodology (including bibliographic coupling), this study provides an overview of the emerging intellectual structure of AI research in the three bodies of literature examined. We identified eight topical clusters: (1) memory and computational logic; (2) decision making and cognitive processes; (3) neural networks; (4) machine learning and linguistic analysis; (5) social media and text mining; (6) social media content analytics; (7) technology acceptance and adoption; and (8) big data and robots. Furthermore, we identified a total of 412 theoretical lenses used in these studies with the most frequently used being: (1) the unified theory of acceptance and use of technology; (2) game theory; (3) theory of mind; (4) theory of planned behavior; (5) computational theories; (6) behavioral reasoning theory; (7) decision theories; and (8) evolutionary theory. Finally, we propose a research agenda to advance the scholarly debate on AI in the three literatures studied.

Item Type: Article
DOI/Identification number: 10.1002/mar.21619
Uncontrolled keywords: artificial intelligence; AI; literature review; big data; data mining; text mining; linguistic analysis; machine learning; neural networks; social media; robots; anthropomorphism; technology acceptance.
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Rodrigo Perez Vega
Date Deposited: 18 Nov 2021 12:38 UTC
Last Modified: 13 Jan 2022 16:03 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

  • Depositors only (login required):

Total unique views for this document in KAR since July 2020. For more details click on the image.