Article

The AI-Authorship Effect: Understanding Authenticity, Moral Disgust, and Consumer Responses to AI-Generated Marketing Communications

2024-08-23

Abstract excerpt

<p>Seven preregistered experiments demonstrate that when consumers believe emotional marketing communications are written by an AI (vs. a human), positive word of mouth and customer loyalty are reduced. Drawing from authenticity theory, we show that this “AI-authorship effect” is attenuated for factual (vs. emotional) messages (Study 2); when an AI only edits the communication (Study 3); when a communication is si...

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Literature Corpus work: 3d1ea4f9-5339-5861-a86e-8e64e598d64f
DOI: 10.31234/osf.io/fq9d7

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