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TRUVACE RECORD VERSION
record: TRV-2026-2678
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-11-12T16:59:54.163551Z
status: published
lens: trace
sector: lifestyle
headline: AI Disclosure in Advertising: Visual Attention and Consumer Responses across Construal Levels
dek: Disclosure that advertising content was created using artificial intelligence is becoming common, yet its effects on consumer processing remain poorly understood. Prior research has focused primarily on evaluative outcomes, overlooking how AI disclosure may influence visual attention during ad exposure. Drawing on Construal Level Theory, this study examines how AI disclosure shapes visual attention and consumer responses across different construal levels. Conceptualizing AI disclosure as a transparency cue in di…
gain_title: In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure reduced attention to the model's face and increased attention to the advertised product, particularly among low-construal consumers.
problem_title: In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating the effect.
trace_subject: AI disclosure in Instagram-style advertisements and consumer responses
gain_reading: In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure reduced attention to the model's face and increased attention to the advertised product, particularly among low-construal consumers.
gain_evidence: AI disclosure reduced attention to the model’s face and increased attention to the product, particularly among low-construal consumers.
problem_reading: In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating the effect.
problem_evidence: AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating this effect.
quick_read: A laboratory eye-tracking experiment using Instagram-style advertisements tested what happens when ads disclose that their content was made with artificial intelligence. Visual attention was measured as total view duration on the model's face and on the advertised product.

Disclosure reduced attention to the model's face and increased attention to the product, particularly among consumers with a low construal level. Among high-construal consumers, disclosure lowered attitude toward the model and purchase intention, and the drop in model attitude accounted for the effect on intention.

The authors say disclosure is becoming common, yet earlier research focused mainly on evaluative outcomes rather than on attention during ad exposure. The results suggest disclosure changes both how people look at an ad and how they judge it.
limitation: The findings come from a laboratory eye-tracking experiment with Instagram-style advertisements, so effects in real feeds are untested.
tag: Dual reading
key_points: The study used a laboratory eye-tracking experiment with Instagram-style advertisements. | Attention was measured as total view duration on the model's face and on the advertised product. | AI disclosure reduced attention to the model's face and increased attention to the product. | The attention shift was strongest among low-construal consumers. | High-construal consumers showed lower model attitude and lower purchase intention after disclosure. | Model attitude mediated the drop in purchase intention. | The work draws on Construal Level Theory and treats AI disclosure as a transparency cue.
rundown: The researchers drew on Construal Level Theory to examine how disclosure shapes attention and responses across consumers who think in more abstract or more concrete terms. They treated disclosure as a transparency cue in digital advertising systems.

In the experiment, Instagram-style ads were shown in a lab while eye tracking recorded total view duration on the model's face and on the product. Disclosure moved attention away from the face and toward the product, especially for low-construal consumers.

Among high-construal consumers, disclosure had an evaluative cost: lower attitude toward the model and lower purchase intention. Model attitude mediated this effect, so the authors conclude disclosure affects both attentional and evaluative stages of ad processing.
sources:
- peer_reviewed | Journal of the Association for Information Systems | https://aisel.aisnet.org/pacis2026/isdesign_tam/isdesign_tam/3 | 2026-07-05
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