Would I regret being different? The influence of social norms on attitudes toward AI usage

Prior research shows that social norms can reduce algorithm aversion, but little is known about how such norms become established. Most accounts emphasize technological and individual determinants, yet AI adoption unfolds within organizational social contexts shaped by peers and supervisors. We ask whether the source of the norm-peers or supervisors-shapes AI usage behavior. This question is practically relevant for organizations seeking to promote effective AI adoption. We conducted an online vignette experiment, complemented by qualitative data on participants' feelings and justifications after (counter-)normative behavior. In line with the theory, counter-normative choices elicited higher regret than norm-adherent choices. On average, choosing AI increased regret compared to choosing an human. This aversion was weaker when AI use was presented as the prevailing norm, indicating a statistically significant interaction between AI use and an AI-favoring norm. Participants also attributed less blame to technology than to humans, which increased regret when AI was chosen over human expertise. Both peer and supervisor influence emerged as relevant factors, though contrary to expectations they did not significantly affect regret. Our findings suggest that regret aversion, embedded in social norms, is a central mechanism driving imitation in AI-related decision-making.