The Impact of Algorithmic Governance on Consumer Responses: The Role of Territorial Psychological Ownership

This study explores the effects of algorithmic governance on consumer responses, with a particular focus on the role of territorial psychological ownership (TPO) as a moderator. In increasingly automated digital environments, consumers interact with algorithms that govern content, services, and personalized experiences. This research demonstrates that TPO influences consumer reactions to algorithmic actions, such as the perceived intrusiveness of automated systems, which subsequently affects brand attitude and purchase intention. The findings highlight the importance of understanding how algorithmic governance can be designed to optimize consumer interactions while maintaining consumer satisfaction. By balancing the need for personalized experiences with respect for consumer autonomy, businesses can create more effective and efficient governance systems that avoid negative consumer perceptions. This study offers key insights for companies looking to navigate the delicate balance between providing personalized services and respecting consumer preferences, ultimately ensuring positive interactions with automated systems.