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The Bias Assimilation Effect and Attitude Polarization in AIoT Smart Healthcare Word-of-Mouth
Communication

polarization, whereas misalignment may intensify it.
Research shows that younger consumers are more open to new technologies and
that elder adults are more hesitant (Venkatesh and Davis, 1996; Mohamad, Musa, Razak,
Ganapathy, and Mansor, 2021; Rupp, Michaelis, McConnell, and Smither, 2018); however,

elder adults may adopt a new technology if they perceive it to be useful (Kim and
Choudhury, 2020; Venkatesh, Morris, Davis, and Davis, 2003). Few assimilation studies
have compared age groups; thus, whether the effect of WOM regarding AIoT brands and

health technologies differ between age groups remains unclear.
This study focuses on examining how attitude consistency influences the attitude
polarization of recipients through credibility. Furthermore, it explores the moderating
effect of attitude consistency regarding medical brands and investigates age differences
in the hypothesized effects. The study fills a gap in the literature by investigating

intergenerational differences in assimilation effects and offering targeted recommendations.

2. Methodology

Using biased assimilation theory, this study conducts a quasiexperiment with a 2
(valence of eWOM on AIoT smart medical technology: positive vs. negative) × 2 (valence
of eWOM on medical brands: positive vs. negative) × 2 (two versions of the same
message) design.

3. Findings

Results from a sample of 1,010 respondents demonstrate that greater consistency

leads to higher credibility. Consumers rely on online reviews to decide whether to adopt
an AIoT health device, such as a smartwatch with heart-rate monitoring. Reviews differ
in their effects depending on the recipient’s existing attitudes—a phenomenon known
as assimilation bias. This study examines how attitude consistency toward AIoT health

technology and the review’s stance affect persuasiveness and attitude polarization, whether
consistency with the medical provider’s brand moderates this process, and how these
dynamics differ by age.
This study finds that attitude consistency toward AIoT health technology is positively

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