Effect of artificial intelligence disclosure in advertising on consumers' attitudes
Gao, Yifan (A.A. 2024/2025) Effect of artificial intelligence disclosure in advertising on consumers' attitudes. Tesi di Laurea in Machine learning in marketing, Luiss Guido Carli, relatore Luigi Laura, pp. 70. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. AI in advertising. Consumer responses to AI-generated ads. Transparency in AI marketing. Perceived innovativeness. Perceived risk. Product innovation. Hypotheses development and conceptual model. Method and results. Overview: multi-study design for the research. Study 1a: main effect of ai disclosure (hairdryer). Study 1b: main effect of ai disclosure (sportswear). Study 2a: mediating effect of perceived innovativeness and risk (backpack). Study 2b: mediating effect of perceived innovativeness and risk (fragrance). Study 3: moderating role of product innovativeness. Supplementary analysis: the role of age.
References
Bibliografia: pp. 50-54.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Machine learning in marketing |
| Thesis Supervisor: | Laura, Luigi |
| Thesis Co-Supervisor: | Sinaimeri, Blerina |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 08 Jan 2026 09:30 |
| Last Modified: | 08 Jan 2026 09:30 |
| URI: | https://tesi.luiss.it/id/eprint/44601 |
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