The Differential Impact of AI Salience on Advertising Engagement and Attitude
Scary Good AI Advertising
Bibliographic Data
| ID | 21340532 |
|---|---|
| Authors | Sara Hanson (0000-0001-6080-5714, University of Richmond), Jeffrey Carlson (University of Richmond), Jeffrey R Carlson (0000-0002-0252-3775, University of Richmond), Heather Pressler (Blue Huki Digital Marketing) |
| Year | 2025 |
| Volume | 65 |
| Issue | 2 |
| Pages | 190-201 |
| Publication date | 2025-04-03 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising Research (JOURNAL) |
| Journal identifiers | ISSN: 0021-8499 • E-ISSN: 1740-1909 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00218499.2025.2464307 |
| OpenAlex | W4409122800 |
| Language | EN |
| Citations received | 4 |
| References cited | 50 |
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 advertising content (e.g., imagery). Using a theoretical foundation in the psychology of fear, we show that negative emotions evoke reactance, thus compromising ad attitude
Advertising · Business · Cognitive psychology · Differential (mechanical device) · Salience (neuroscience) · Behavioral Health and Interventions · Engineering · Impact of AI and Big Data on Business and Society · Psychology · Technology Adoption and User Behaviour
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| Citations per year | 4 |
|---|---|
| Citation span | 2025 - 2026 (2) |
| Highly cited | No |