Abstract
The use of data analytics (DA) in organizations has raised several ethical concerns including discrimination. While previous studies have mainly focused on the technical antecedents of the issue, this study takes a novel approach and focuses on the human aspect of decision-making when supported by DA tools. The results of our experimental study confirm that the availability of decisional guidance that sheds light on the demographics of data subjects increases DA users’ moral recognition of the situation and their perceived proximity toward data subjects, which in turn help decrease the likelihood of their approval of discriminatory recommendations.
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