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Agency cues in personalized chatbot advertising: the role of grammatical subject framing, privacy concern, and social role
- Truvace record
- TRV-2026-2513raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
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- c55d4a93c85a…check it
This research examines how personalization and grammatical-subject framing in chatbot advertising shape privacy concern and advertising effectiveness. Across two experiments, we manipulated personalization (high vs. low) and grammatical subject (AI “I” vs. consumer “you”). Study 1 (N = 396) showed that, under high personalization, AI-subject framing increased privacy concern, which in turn reduced brand attitude and purchase intention. Study 2 (N = 302) replicated this moderated mediation pattern in a different…
The problem
In an experiment with 396 participants, highly personalized chatbot ads worded with the AI as grammatical subject ("I") raised privacy concern, which lowered brand attitude and purchase intention.
What this doesn’t fix
The findings come from two experiments with 396 and 302 participants, covering two product categories, so they show effects under controlled conditions only.
Sources
1 on file- International Journal of Advertisingdoi:10.1080/02650487.2026.2749451
Cite this record
v1Truvace Impact Record TRV-2026-2513, v1: “Agency cues in personalized chatbot advertising: the role of grammatical subject framing, privacy concern, and social role.” Truvace, 2026-11-12. /record/TRV-2026-2513 (accessed on the day you copy it). sha256 c55d4a93c85a51e2…
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