<?xml version="1.0" encoding="UTF-8"?>
<article_metadata generated_at="2026-09-19T09:57:35+00:00">
  <journal>
    <title>Journal of Business and Retail Management Research</title>
    <acronym>JBRMR</acronym>
    <issn_print></issn_print>
    <issn_online>2056-6271</issn_online>
    <doi_prefix>https://doi.org/10.24052/JBRMR/</doi_prefix>
  </journal>
  <article>
    <id>608</id>
    <title>AI anxiety and consumer identity: Emotional responses to intelligent systems through the identity-aligned emotional model — quantitative evidence from a mediterranean high -uncertainty-avoidance consumer sample</title>
    <abstract>Whether emotional responses to artificial intelligence operate as undifferentiated technology anxiety or as identity-conditioned dimensional patterns has not been systematically tested in naturalistic consumer survey data. This study addresses this gap through quantitative analysis of validated survey data from a Greek consumer sample of N = 318 with three Principal Component Analysis-validated AI vulnerability subscales: Implications, Surveillance, and Ethical Issues; Concerns about Lack of Knowledge about AI; and Consumer and Social Concerns. Three identity-conditioned dimensional patterns are documented through one-way analyses of variance and independent samples t-tests across tech-savviness, channel preference, and geographic context segments. The Identity-Aligned Emotional Model refines the foundational exposure-familiarity-acceptance pathway by specifying how identity motivation conditions emotional response across distinct vulnerability dimensions. The findings supplement aggregate technology adoption mechanisms with dimension-specific design principles for AI public communication strategy in Mediterranean high-uncertainty-avoidance consumer contexts.</abstract>
    <doi>https://doi.org/10.24052/JBRMR/V20IS02/ART-02</doi>
    <url>https://jbrmr.com/details&amp;cid=608</url>
    <pdf_url>https://jbrmr.com/cdn/article_file/2026-05-15-10-26-36-AM.pdf</pdf_url>
    <volume>Volume 20</volume>
    <issue>Issue 02</issue>
    <issue_id>58</issue_id>
    <issue_published_month>2026-04-01</issue_published_month>
    <published_date>2026-05-15</published_date>
    <online_first_status>no</online_first_status>
    <online_first_date>0000-00-00</online_first_date>
    <history>
      <received>0000-00-00</received>
      <revised>0000-00-00</revised>
      <accepted>0000-00-00</accepted>
    </history>
    <keywords>
      <keyword>AI consumer anxiety</keyword>
      <keyword>identity-aligned emotional model</keyword>
      <keyword>dimensional refinement</keyword>
      <keyword>Mediterranean uncertainty-avoidance</keyword>
      <keyword>AI public communication</keyword>
    </keywords>
    <declarations>
      <funding></funding>
      <conflict_of_interest></conflict_of_interest>
      <data_availability></data_availability>
      <author_contributions></author_contributions>
    </declarations>
    <publication_notice>
      <type>none</type>
      <text></text>
    </publication_notice>
    <metrics>
      <views>126994</views>
      <downloads>98</downloads>
      <citations>0</citations>
    </metrics>
    <authors>
      <author>
        <name>Theofanis Aritzis</name>
        <organization>Independent Researcher, Athens, Greece</organization>
        <country></country>
      </author>
    </authors>
    <supplementary_materials/>
  </article>
</article_metadata>
