Paper Type
Complete
Paper Number
PACIS2026-1324
Description
Disclosure that advertising content was created using artificial intelligence is becoming common, yet its effects on consumer processing remain poorly understood. Prior research has focused primarily on evaluative outcomes, overlooking how AI disclosure may influence visual attention during ad exposure. Drawing on Construal Level Theory, this study examines how AI disclosure shapes visual attention and consumer responses across different construal levels. Conceptualizing AI disclosure as a transparency cue in digital advertising systems, this study uses a laboratory eye-tracking experiment with Instagram-style advertisements. Visual attention was measured as total view duration on the model’s face and the advertised product. AI disclosure reduced attention to the model’s face and increased attention to the product, particularly among low-construal consumers. In contrast, AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating this effect. These findings show that AI disclosure shapes both attentional and evaluative stages of advertising processing.
Recommended Citation
Yoo, Hayoung and Park, Do-Hyung Dr., "AI Disclosure in Advertising: Visual Attention and Consumer Responses across Construal Levels" (2026). PACIS 2026 Proceedings. 3.
https://aisel.aisnet.org/pacis2026/isdesign_tam/isdesign_tam/3
AI Disclosure in Advertising: Visual Attention and Consumer Responses across Construal Levels
Disclosure that advertising content was created using artificial intelligence is becoming common, yet its effects on consumer processing remain poorly understood. Prior research has focused primarily on evaluative outcomes, overlooking how AI disclosure may influence visual attention during ad exposure. Drawing on Construal Level Theory, this study examines how AI disclosure shapes visual attention and consumer responses across different construal levels. Conceptualizing AI disclosure as a transparency cue in digital advertising systems, this study uses a laboratory eye-tracking experiment with Instagram-style advertisements. Visual attention was measured as total view duration on the model’s face and the advertised product. AI disclosure reduced attention to the model’s face and increased attention to the product, particularly among low-construal consumers. In contrast, AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating this effect. These findings show that AI disclosure shapes both attentional and evaluative stages of advertising processing.
Comments
13-Design