---
id: "entity-org-marketing-science-institute"
type: "entity"
source_timestamps: ["enrichment"]
tags: ["research-organization", "secondary-source", "enrichment"]
related: ["entity-journal-of-marketing", "claim-low-literacy-adoption"]
entityType: "organization"
canonicalName: "Marketing Science Institute"
aliases: ["MSI"]
sources: ["adoption"]
sourceVaultSlug: "hbr-seg-adoption"
originDay: 9
articleStem: "hbr-edu-39-understanding-ai-not-embrace"
sourceUrl: "https://hbr.org/2025/07/why-understanding-ai-doesnt-necessarily-lead-people-to-embrace-it"
sourceTitle: "Why Understanding AI Doesn’t Necessarily Lead People to Embrace It"
---
# Marketing Science Institute (MSI)

**Marketing Science Institute (MSI)** — a research organization that hosted the working paper of *"Lower Artificial Intelligence Literacy Predicts Greater AI Receptivity."* *(Source: enrichment overlay, not the original article.)*

**Role for this vault:** The working-paper host that documents the study's "series of surveys and lab experiments," corroborating the extraction's "six U.S.-based studies involving thousands of participants" description behind [[claim-low-literacy-adoption]]. For definitive methodology, prefer the peer-reviewed [[entity-journal-of-marketing]] version.