B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

19.5%

19.5% -- guilt reduction when acting unethically for consumers interacting with AI vs human support agents (2022-03)

Name: Guilt Reduction When Acting Unethically Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-01

2022-03 · Journal of the Academy of Marketing Science

People felt 19.5% less guilty when acting unethically during interactions with AI compared to a human support agent.

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Attribution: Journal of the Academy of Marketing Science View source

Lighthouse Research Team

Last verified: 2026-10-01 · How we verify data →

Source verified Evidence graded

Value

19.5%

Unit

Percentage

Data Vintage

2022-03

Entity

consumers interacting with AI vs human support agents

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Journal of the Academy of Marketing Science Primary Tier A

https://app.sciencesays.com/p/humanize-your-ai-to-reduce-fraud ↗

Confidence: 59/100 Vintage: 2022-03 Channel: Common Crawl

Source Article

Humanize your AI to reduce fraud

Original Research

Journal of the Academy of Marketing Science · Original study ↗

Methodology

4 experiments; Journal of the Academy of Marketing Science

Methodology documented

Segmentation

Industrymarketing

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Plain Text

consumers interacting with AI vs human support agents: 19.5% guilt reduction when acting unethically. Source: Journal of the Academy of Marketing Science (2022-03). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-chatbot-guilt-reduction-2022

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<blockquote cite="https://lighthousedata.io/data/ai-chatbot-guilt-reduction-2022" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>19.5%</strong> -- guilt reduction when acting unethically for consumers interacting with AI vs human support agents<br><small>Source: Journal of the Academy of Marketing Science (2022-03) · <a href="https://lighthousedata.io/data/ai-chatbot-guilt-reduction-2022" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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