...Hyukjin Jung; Hanku Kim Purpose This study uses dual-process theory to examine two ways in which human involvement in artificial intelligence (AI) advertising shapes ad satisfaction: warmth and reduced uncertainty. Furthermore, it proposes a new dual-path paradigm for digital advertising...

... or examined the post-promotion period. This study fills an important research gap by identifying and comparing the causal effects of winning and losing on consumer payment during and after the promotion. Academically, it extends uncertainty resolution theory to scenarios involving losses and provides...

...Yi Zhang; Tianqi Zhang; Hang Zhou; Jian Qin Purpose People usually try to avoid uncertainty. Recently, however, uncertainty has become an emerging marketing tool in the hedonic product industry. In the case of blind box consumption, for example, the consumers become addicted to the uncertainty...