Author

Megha Bharti

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Open access Aug 2026

Breaking the Single Voice: Perceived AI Plurality as an Autonomy-Supportive Architecture for Ethical Marketplace Decisions

Results show that structuring ethical recommendations through a plural AI architecture enhances consumers’ self–brand connection and strengthens self-brand connection and purchase intentions, suggesting plurality can function as an equity-enhancing design feature.

Mehak Bharti, Megha Bharti, Lubna Nafees · Journal of Macromarketing · 0 citations