Humans vs. AI in social science research: Rivals or allies in understanding consumers?
Humans vs. AI in social science research: Rivals or allies in understanding consumers?
Jorge Pelegrín-Borondo,Cristina Olarte-Pascual,Alba García-Milon,F. J. Martínez-de-Pisón
2026 · DOI: 10.1016/j.jretconser.2026.104812
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