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This experiment tests the hypothesis that receiving brand recommendations from an intelligent personal assistant believed to be tailored to one\u2019s own characteristics and consumer interests yields higher brand attitude and purchase intention toward the (self-endorsed) brand than receiving brand recommendations from a typical, but not self-tailored, intelligent personal assistant. Because endorsement is a well-known and highly effective advertising strategy, this is a high bar. We present evidence for self-referencing as an underlying mechanism, and perceived interactivity and identification as boundary conditions of self-endorsing. Consumers may show skepticism toward advertising but may not know how to be skeptical of themselves. As consumers outsource their tasks and decisions to new artificial intelligence (AI)-driven devices, they will need to be attentive to new media biases that threaten productive use of these devices. <\/jats:p>","DOI":"10.1177\/1461444820912197","type":"journal-article","created":{"date-parts":[[2020,7,29]],"date-time":"2020-07-29T10:50:21Z","timestamp":1596019821000},"page":"1506-1526","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":23,"title":["Putting the \u201cMe\u201d in endorsement: Understanding and conceptualizing dimensions of self-endorsement using intelligent personal assistants"],"prefix":"10.1177","volume":"23","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6567-8427","authenticated-orcid":false,"given":"Kristy A","family":"Hamilton","sequence":"first","affiliation":[{"name":"University of Illinois at Urbana\u2013Champaign, USA"}]},{"given":"Seo Yoon","family":"Lee","sequence":"additional","affiliation":[{"name":"University of Illinois at Urbana\u2013Champaign, USA"}]},{"given":"Un Chae","family":"Chung","sequence":"additional","affiliation":[{"name":"University of Illinois at Urbana\u2013Champaign, USA"}]},{"given":"Weizi","family":"Liu","sequence":"additional","affiliation":[{"name":"University of Illinois at Urbana\u2013Champaign, USA"}]},{"given":"Brittany RL","family":"Duff","sequence":"additional","affiliation":[{"name":"University of Illinois at Urbana\u2013Champaign, USA"}]}],"member":"179","published-online":{"date-parts":[[2020,7,29]]},"reference":[{"key":"bibr1-1461444820912197","doi-asserted-by":"publisher","DOI":"10.2753\/JOA0091-3367400207"},{"key":"bibr2-1461444820912197","first-page":"385","volume-title":"Levels of Processing in Human Memory","author":"Anderson JR","year":"1979"},{"key":"bibr3-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1086\/209154"},{"key":"bibr4-1461444820912197","first-page":"23","volume":"38","author":"Bezjian-Avery A","year":"1998","journal-title":"Journal of Advertising Research"},{"key":"bibr5-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2017.1339368"},{"key":"bibr6-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-658-02365-2_22"},{"key":"bibr7-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1086\/209432"},{"key":"bibr8-1461444820912197","volume-title":"Paper presented at the annual conference of the association for education in journalism and mass communication (AEJMC)","author":"Chen C","year":"2019"},{"key":"bibr9-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1207\/S15327825MCS0403_01"},{"key":"bibr10-1461444820912197","first-page":"28","volume":"92","author":"Cukier K","year":"2013","journal-title":"Foreign Affairs"},{"key":"bibr11-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1016\/S1057-7408(08)80046-0"},{"key":"bibr12-1461444820912197","doi-asserted-by":"publisher","DOI":"10.4324\/9781315623252-9"},{"key":"bibr13-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1207\/S15327663JCP1303_14"},{"key":"bibr14-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1111\/jcc4.12180"},{"key":"bibr15-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1080\/15213260802669474"},{"issue":"5","key":"bibr16-1461444820912197","first-page":"63","volume":"19","author":"Friedman HH","year":"1979","journal-title":"Journal of Advertising Research"},{"key":"bibr17-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1086\/209380"},{"key":"bibr18-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.03.076"},{"key":"bibr19-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1016\/j.jarmac.2019.01.001"},{"key":"bibr20-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2010.03.011"},{"key":"bibr21-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1080\/1461670X.2010.501149"},{"key":"bibr22-1461444820912197","doi-asserted-by":"publisher","DOI":"10.1037\/h0090411"},{"key":"bibr23-1461444820912197","volume-title":"Two Treatises of Government: A Critical Edition with an Introduction and Apparatus Criticus","author":"Locke J","year":"1960"},{"key":"bibr24-1461444820912197","first-page":"13","volume-title":"The Evolution of Key Mass Communication Concepts: Honoring Jack M. 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