Sara Hanson
Biographic Data
| ID | 4101065 |
|---|---|
| NAME | Sara Hanson |
| GIVEN NAMES | Sara |
| FAMILY NAME | Hanson |
| SIGNATURE | HANSON S |
| AFFILIATIONS | University of Richmond |
| ORCID | 0000-0001-6080-5714 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 1 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
The Differential Impact of AI Salience on Advertising Engagement and Attitude
Across four studies, the authors find that AI-salient advertising generates greater online engagement (e.g., comment word count) but evokes more negative than positive emotions that impact ad attitude. AI salience, the degree to which the consumer perceives that artificial intelligence played a role in creating the advertisement, is introduced as an important factor that marketing practitioners must consider as they implement AI-generated adverti…
Brand Corporateness
This research establishes brand corporateness as a novel brand association that most consumers find unfavorable. Exploratory focus group findings first illuminate consumer meaning structures and attitudes around brand corporateness. An inductive grounded theory approach suggests three core (hierarchical, mechanistic, opaque) and three ancillary (ubiquitous, traditional, strategic) dimensions of the construct, informing a subsequent literature rev…
Brand Corporateness
This research establishes brand corporateness as a novel brand association that most consumers find unfavorable. Exploratory focus group findings first illuminate consumer meaning structures and attitudes around brand corporateness. An inductive grounded theory approach suggests three core (hierarchical, mechanistic, opaque) and three ancillary (ubiquitous, traditional, strategic) dimensions of the construct, informing a subsequent literature rev…
The Differential Impact of AI Salience on Advertising Engagement and Attitude
Across four studies, the authors find that AI-salient advertising generates greater online engagement (e.g., comment word count) but evokes more negative than positive emotions that impact ad attitude. AI salience, the degree to which the consumer perceives that artificial intelligence played a role in creating the advertisement, is introduced as an important factor that marketing practitioners must consider as they implement AI-generated adverti…
Brand Corporateness
This research establishes brand corporateness as a novel brand association that most consumers find unfavorable. Exploratory focus group findings first illuminate consumer meaning structures and attitudes around brand corporateness. An inductive grounded theory approach suggests three core (hierarchical, mechanistic, opaque) and three ancillary (ubiquitous, traditional, strategic) dimensions of the construct, informing a subsequent literature rev…
Cognitive psychology (2 works) · Psychology (2 works) · Advertising (1 work) · Association (psychology) (1 work) · Behavioral Health and Interventions (1 work) · Business (1 work) · Computer Science (1 work) · Construct (python library) (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Core (optical fiber) (1 work)