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Artificial creativity meets consumer reality: the role of affective involvement and product type in responses to AI-generated ads

Journal of Consumer Marketing 1–12.

https://doi.org/10.1108/JCM-07-2025-8108

Published: 18 August 2026

... Generative AI Artificial intelligence Advertising Affective involvement Utilitarian and hedonic Marketing communication This study was supported by Widener University, Faculty Development Grant. The rise of generative artificial intelligence (AI) technologies has significantly transformed...

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Journal Articles

Anthropomorphism and transparency interplay on consumer behaviour in generative AI-driven marketing communication

Yitong Wang, Kudzai Sauka, Frederik Bungaran Ishak Situmeang

Journal of Consumer Marketing (2025) 42 (4): 512–536.

https://doi.org/10.1108/JCM-04-2024-6806

Published: 06 May 2025

...Yitong Wang; Kudzai Sauka; Frederik Bungaran Ishak Situmeang Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism...

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Journal Articles

The New Rules of Marketing & PR (3rd edition)

Kirk Hazlett

Journal of Consumer Marketing (2012) 29 (7): 557–558.

https://doi.org/10.1108/07363761211275072

Published: 26 October 2012

... like product placement, games, and virtual reality” (p. 27). Social networking has rapidly taken the lead in online, direct‐to‐consumer communication, and more than with other, more traditional forms of marketing communication, the way in which you present your information is vitally important...