Alleviating Aversion to Artificial Intelligence in Digital Advertising with Humorous Disclosures

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dc.contributor.authorKarpinska-Krakowiak, Mags
dc.contributor.authorHajduk, Grzegorz
dc.contributor.authorMroz-Gorgon, Barbara
dc.contributor.authorSkowron, Lukasz
dc.date.accessioned2024-12-26T21:06:36Z
dc.date.available2024-12-26T21:06:36Z
dc.date.issued2025-01-07
dc.description.abstractArtificial Intelligence (AI) is increasingly used in creating online advertisements and posts. Yet, its prominent role in content creation remains often undisclosed due to potential aversive consumer reactions. In three studies, we examined how advertisers can transparently disclose AI authorship in ads without compromising marketing effectiveness. Study 1 was a proof-of-concept study, revealing that humor could alleviate negative evaluations (when the joke was less funny, AI received more negative ratings than a human author; however, when the joke was funnier, AI received similar ratings to a human author). Study 2 incorporated jokes into disclosures about AI authorship in advertising and found that humor reduced the negative effect of AI authorship because it shortened the psychological distance toward AI, positively impacting purchase intentions. Study 3 replicated these effects and tested a boundary condition, showing that humor mitigated algorithm aversion only when it was sufficiently funny.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.325
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.otherba7a074a-f30a-44a2-bacb-6117b1237ded
dc.identifier.urihttps://hdl.handle.net/10125/109166
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectGenerative AI and AI-generated Contents on Social Media
dc.subjectai-generated content, digital advertising, disclosures, humor, psychological distance
dc.titleAlleviating Aversion to Artificial Intelligence in Digital Advertising with Humorous Disclosures
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage2684

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