Adam Duhachek

The University of Sydney, Cooperative Trials Group for Neuro-Oncology

Papers

Total Citations

336

H-Index

About

Adam Duhachek is a leading scholar in consumer behavior, with a primary focus on the psychological mechanisms underlying ethical decision-making and the transformative impact of artificial intelligence on persuasion. His groundbreaking research reveals how AI agents uniquely influence consumer judgments, demonstrating that nonhuman sources can alter the psychological distance at which information is processed, thereby shifting persuasion dynamics. Duhachek’s most influential work, including his highly cited 2020 paper on AI and construal-level theory (175 citations), establishes a foundational framework for understanding machine-led influence. He further extends this line of inquiry with his 2022 study showing that AI interaction reduces anticipatory guilt, paradoxically increasing unethical consumer behavior (161 citations). These contributions have profound implications for marketing ethics, AI design, and regulatory policy. Duhachek’s research is consistently published in top-tier journals and has shaped how scholars and practitioners think about the intersection of technology, morality, and consumer welfare. His work is essential reading for anyone studying the behavioral consequences of human–AI interaction.