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August 26, 2026Journal of Services Marketing

When AI service appearance backfires: form-based expectations and trust fragility

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Authors

AVAbhinav VermaHGHarshika Gabbad

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Verma et al. (2026) studied this question.

synapsesocial.com/papers/6a911a3b0d6df1a827c1be1chttps://doi.org/10.1108/jsm-11-2025-0823
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