ICR Colloquium Series- Advertising Intelligence: Consumer Interpretations of Artificial Intelligence Claims in Advertising
- Sponsor
- Institute of Communications Research
- Speaker
- Dr. Louvins Pierre
- Contact
- Heather Hendren
- hhendren@illinois.edu
- Views
- 24
- Originating Calendar
- Institute of Communications Research (ICR) Events, College of Media
This study tested the relationships between consumer attitudes toward AI, brand transparency about AI use, perceived brand innovation, perceived manipulative intent, brand attitude, and purchase intention. Study 1 employed a survey of U.S. consumers who indicated being exposed to brands that use AI, and Study 2 utilized an online experiment with a fictitious automotive brand with varying levels of transparency about AI use (high vs low vs none). Ultimately, this research shows brand success in using AI as a promotional hook depend on balancing consumers’ inherent optimism about AI’s innovative potential with the need to avoid triggering resistance among those who hold negative predispositions toward AI.
Here is a little bit about Dr. Louvins Pierre: https://media.illinois.edu/pierre-louvins/
Feel free to bring a brown bag lunch!