Confirmation Bias and AI Features: How They Influence Consumer Decisions in Apple Purchase

This study is to determine how the presence of artificial intelligence in smartphones affects the decisions of consumers by taking into consideration confirmation bias and the availability heuristic. A method was used for an experiment; this method involved an experimental group subjected to information about Apple's AI features and a control group not exposed to this information. The surveys were conducted by using both Google Form Survey and Wenjuanxing, which were distributed to different cultural backgrounds in China. The data analysis manifest that the treatment group purchased Apple products 2.61 times more than the control group, demonstrating the extreme power of the cognitive aspects in guiding purchasing behavior. The research also showed that consumers are more likely to take on and reinforce beliefs already held instead of accepting something new if they are influenced by the confirmation bias. This research consequently reveals the practical aspects of understanding cognitive biases in marketing practices with respect to impulses and needs of consumers.