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Cited by 127AI in Service InteractionsMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

Understanding AI Advertising From the Consumer Perspective: What Factors Determine Consumer Appreciation of AI-Created Advertisements?

Wu, Linwan, Jing Wen, Taylor·2021·Journal of Advertising Research
DOI 10.2501/jar-2021-004
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Abstract

In recent years, artificial intelligence (AI) technology has been used to create advertising messages. This study examined the factors that influence consumers’ overall appreciation of AI-created advertisements. The findings indicate that, in addition to its direct effect on consumer reactions to AI-created advertisements, consumers’ perceived objectivity of the general advertisement creation process positively influences machine heuristic—a rule of thumb that machines are more secure and trustworthy than humans. This effect boosted consumer appreciation of AI-created advertisements. Consumers’ perceived objectivity of advertisement creation negatively influenced perceived eeriness of AI advertising, which jeopardized consumer appreciation of AI-created advertisements. Consumers’ feelings of uneasiness with robots were found to have a positive influence on both machine heuristic and perceived eeriness of AI advertising.

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Crossref · 10.2501/jar-2021-004

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50 of 51 references verified0 citation errors · 0 not checkable

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  • The perceived novelty and creativity offered by AI-generated advertisements did not entirely offset concerns about reliability and authenticity, especially in high-involvement contexts.

    “In alignment with Wu and Wen (2021), the perceived novelty and creativity offered by AI-generated advertisements did not entirely offset concerns about reliability and authenticity, especially in high-involvement contexts.”

    From AI-generated versus human-created advertising: Effects on consumer trust and purchase intent (2025) · cites this paper as Wu and Wen, 2021

Cites

Flagged first, then by citations

1 of the 52 references couldn’t be matched to a known paper.

Research works printed but not linked: 3

  1. Fiske, S. T., and S. E. Taylor. Social Cognition. New York: McGraw-Hill, 1991.
  2. Mazurek, K. Human vs. Artificial Intelligence (master’s thesis). Universitat Pompeu Fabra, 2019.
  3. Nunnally, J. C. Psychometric Theory. New York: McGraw-Hill, 1978.

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Related

Authors
Wu, L., & Jing Wen, T.
Affiliations
  • University of South Carolina (US)
  • University of South Carolina
ORCID
Wu, Linwan
Venue
Journal of Advertising Research
Publisher
Informa UK Limited
Published
2021-03-23
Volume
61
Issue
2
Pages
133-146
ISSN
  • 0021-8499 (ISSN-L)
  • 1740-1909
DOI
10.2501/jar-2021-004
OpenAlex
W3138769209
Semantic Scholar
9e11fdcc48b54eb29e60849ccb7529178250b8c9
Cited by
127
References
52
Citations by year
2026: 55 · 2025: 47 · 2024: 13 · 2023: 7 · 2022: 4 · 2021: 1
FWCI
2.20
Type
journal article
Language
en
Open access
closed
Locations
Journal of Advertising Research (publishedVersion)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
AI-generated advertising, consumer perception, machine heuristic, perceived objectivity, trust in machines

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