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Novelty or eeriness? Investigating consumer responses to AI-generated product images through expectancy violation theory

Truvace record
TRV-2026-2860raw data (JSON)
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v1Published
First published
Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
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Purpose Drawing on Expectancy Violation Theory, this study examines how product image creator identity (AI vs. human) influences purchase intentions and the underlying psychological mechanisms. Design/methodology/approach Three online experiments examined consumers' attitudes toward AI-generated product images and purchase intentions toward the featured products, assessed how these evaluations deviated from expectations associated with human-created images, and identified conditions under which artificial intell…

The problem

In three online experiments on consumer responses to product images, participants consistently preferred human-created images and found AI-generated ones eerier and less novel, which shaped their purchase intentions.

Sources

1 on file
  1. Journal of Research in Interactive Marketingdoi:10.1108/jrim-01-2026-0015
    Peer-reviewed2026-11-11

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v1

Truvace Impact Record TRV-2026-2860, v1: “Novelty or eeriness? Investigating consumer responses to AI-generated product images through expectancy violation theory.” Truvace, 2026-11-12. /record/TRV-2026-2860 (accessed on the day you copy it). sha256 e7ef0491eecbe5aa…

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