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Artificial creativity meets consumer reality: the role of affective involvement and product type in responses to AI-generated ads
- Truvace record
- TRV-2026-2587raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
- sha256
- 8477b1ade443…check it
Purpose This study aims to investigate how consumers respond to advertisements generated by artificial intelligence (AI) versus those created by humans and explore the psychological mechanisms underlying these responses. Specifically, it examines whether affective involvement mediates the effect of advertising source on consumer attitudes and whether this effect varies by product type (utilitarian vs hedonic). Design/methodology/approach This study consists of two online experiments. A total of 275 participants…
The gain
In two online experiments with 275 participants, consumers evaluated AI-generated ads more favorably than human-generated ones, particularly for utilitarian products.
What this doesn’t fix
The positive effect of AI-generated ads was significant for utilitarian products but not for hedonic ones, so the finding does not apply across all product types.
Sources
1 on file- Journal of Consumer Marketingdoi:10.1108/jcm-07-2025-8108
Cite this record
v1Truvace Impact Record TRV-2026-2587, v1: “Artificial creativity meets consumer reality: the role of affective involvement and product type in responses to AI-generated ads.” Truvace, 2026-11-12. /record/TRV-2026-2587 (accessed on the day you copy it). sha256 8477b1ade443705f…
Change history
1 versionEvery change made to this record since it was first published, and why. Nothing has changed since it went up.
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