A macromarketing analysis of algorithmic capitalism: the nexus of AI credit scoring and consumer emotion

Purpose The research explores how vulnerable consumers experience the challenges of AI credit scoring (AICS). Within the broader context of algorithmic capitalism, the research examines consumer emotions and coping mechanisms to AI-driven systems in financial services. Design/methodology/approach Using the theory of constructed emotion, the qualitative study uses semi-structured interviews with 17 low-income Black workers. Participants were shown an experimental video to identify how AICS disrupts consumers' mental models, triggers emotional responses and impacts their coping mechanisms. Findings The research uncovers the systemic challenges faced by vulnerable consumers in an age of algorithmic capitalism. Scepticism towards AICS is driven by opaque algorithms and systemic bias, while compliance, resistance, avoidance and disengagement are key coping mechanisms. Originality/value The research contributes to macromarketing and bank marketing literature by conceptualizing AICS. We introduce “algorithmic rupture” to describe the moment when consumers' established mental models are challenged, and we identify a process-based model that explains how this disruption unfolds.