To ask is human, to answer divine: how awe-inspiring generative AI leads to self-enhancement and imposter anxiety
Journal
Information Technology and People
Journal Volume
39
Journal Issue
3
Start Page
1415
End Page
1446
ISSN
0959-3845
1758-5813
Date Issued
2026
Author(s)
Wang, Shih-Ju
Abstract
Purpose:
Generative AI (GenAI) harnesses combined knowledge of mankind, possibly holding users in awe as they conduct upward social comparison by exploiting GenAI’s “know-it-all” wisdom to improve self-capability and prevent falling behind in work performance. This study aims to depict the GenAI-led upward social comparison process and addresses its antecedents and consequences.
Design/methodology/approach:
Drawing upon various theories relating to possible selves, self-affirmation, self-discrepancy and relative deprivation, this study proposes a dual-route conceptual model illustrating causal linkages from users’ self-exploration/self-affirmation to their upward social comparison, perceived GenAI divinity and after-usage experience. The authors delineate propositions and also identify moderating factors of the model.
Findings:
We suggest that people’s need for self-exploration and self-affirmation triggers a yearning for upward social comparison, which activates their “sense of awe” and “God salience” toward GenAI. Besides self-enhancing benefits from continued use of GenAI, consumers as free-riders of collective wisdom may experience diffidence or even imposter anxiety.
Originality/value:
This study investigates the underlying mechanism of the transformation and development of GenAI users’ self-concepts and mental states through the techno-socio-psychological lens. The mechanism can partly explain why GenAI’s dynamism contributes to its recent fervor. Our findings have profound marketing implications in the booming AI era.
Subjects
Awe
Generative AI
God salience
Imposter syndrome
Self-affirmation
Self-exploration
Social comparison
Publisher
Emerald
Type
journal article