Heather Pressler
Biographic Data
| ID | 9506820 |
|---|---|
| NAME | Heather Pressler |
| GIVEN NAMES | Heather |
| FAMILY NAME | Pressler |
| SIGNATURE | PRESSLER H |
| AFFILIATIONS | Blue Huki Digital Marketing |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
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…
No prominent works on this page.
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…
Advertising (1 work) · Behavioral Health and Interventions (1 work) · Business (1 work) · Cognitive psychology (1 work) · Differential (mechanical device) (1 work) · Engineering (1 work) · Impact of AI and Big Data on Business and Society (1 work) · Psychology (1 work) · Salience (neuroscience) (1 work) · Technology Adoption and User Behaviour (1 work)