The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising
通过四项研究，发现AI显著性广告能提升在线参与度，但会引发更多负面情绪，损害广告态度，对营销人员有重要启示。
Across four studies, the authors find that AI-salient advertising generates greater online engagement (e.g., comment word count) but evokes more negative than positive emotions that impact ad attitude. AI salience, the degree to which the consumer perceives that artificial intelligence played a role in creating the advertisement, is introduced as an important factor that marketing practitioners must consider as they implement AI-generated advertising content (e.g., imagery). Using a theoretical foundation in the psychology of fear, we show that negative emotions evoke reactance, thus compromising ad attitude.