AI-disclosure en merkattitude De rol van source derogation en affiniteit met technologie

AI Disclosure and brand attitude: The role of source derogation and technological affinity This study, employing a between-subjects experimental design comparing blogs with and without AI-disclosure, revealed that the inclusion of an AI-disclosure did not significantly impact brand attitude. Furthermore, the results demonstrated that the presence of an AI-disclosure did not lead to a higher degree of source derogation. However, a notable finding was the correlation between a high level of source derogation and a more negative brand attitude. Interestingly, technological affinity was found to have no influence on the observed relationships. The results highlight the nuanced interplay between AI-disclosure, source derogation, and brand attitude, emphasizing the significance of considering individual factors and their collective impact on consumer perceptions in the evolving landscape of AI communication.