价值依赖和同情:人工智能产生的营销内容如何影响客户参与,以及何时披露其来源
Xuan Gao1, Weiwei Li1, Yanli Zhao2
1School of Management, Harbin University of Commerce, Harbin, China.
Frontiers in psychology
|January 26, 2026
概括
人工智能产生的营销内容
科学领域:
- 营销 营销 营销 营销 营销 营销
- 消费者心理学 消费者心理学
- 人工智能的人工智能
背景情况:
- 越来越多的人工智能在营销中的使用,需要了解它对消费者参与度的影响.
- 传统研究往往忽视了人工智能产生的内容的价值感知 (功能与享乐) 和可信度.
研究的目的:
- 研究AI产生的营销内容的价值和可信度如何影响客户参与.
- 探索这种影响背后的心理机制 (认知和情感同理心).
- 检查人工智能披露对这些关系的调节作用.
主要方法:
- 两次实验分别对152名和186名参与者进行了实验.
- 这项研究使用了阐述概率模型和认知-情感处理系统 (CAPS) 框架.
- 关键变量包括内容价值 (功能/乐趣),可信度,AI披露和客户参与.
主要成果:
- 享乐价值导致了比功能价值更大的情感和行为参与.
- 发现内容价值和可信度之间存在显著的相互作用.
- 功能内容通过认知同情感影响了参与; 享乐内容通过情感同情感影响了参与.
- 人工智能披露有悖论地调节了这些路径,放大了对功能内容的认知同情,并减弱了对享乐内容的情感同情.
结论:
- 人工智能产生的营销内容对参与度的影响是复杂的,取决于价值,可信度和披露.
- 管理人员可以利用价值一致的AI披露策略来提高客户参与度.
- 该研究提供了一个理论框架,整合了人工智能营销有效性的心理途径.
相关概念视频
02:34Empathy
10.1K
Some researchers suggest that altruism operates on empathy. Empathy is the capacity to understand another person’s perspective, to feel what he or she feels. An empathetic person makes an emotional connection with others and feels compelled to help (Batson, 1991). Empathy can be expressed in several ways, including cognitive, affective, and motor.
10.1K
01:30Biological Influences on Intelligence
516
Intelligence is often thought to be linked to brain size, but the relationship is more complex than that. While brain size does correlate modestly with some abilities, like verbal skills, the connection is weaker for others, such as spatial reasoning. Other factors, like brain structure, also play crucial roles. For instance, despite Einstein's smaller-than-average brain, his parietal cortex, which is involved in spatial reasoning, was 15% wider, suggesting that neural density might matter...
516
01:29Environmental Influences on Intelligence
913
Despite the strong genetic influence on traits like intelligence, environmental factors significantly shape outcomes. For example, while over 90% of height variation is due to genetic differences, environmental factors such as nutrition also have a notable impact. Similarly, for intelligence, changes in a child's surroundings can significantly alter their IQ. Research shows that enriched environments boost children's academic success and help them develop key cognitive skills. Children...
913
01:27Intelligence
8.5K
The term "intelligence" is complex because it refers to both behavior and individuals, and its interpretation varies across cultures. European Americans tend to link intelligence with reasoning and cognitive skills, while in Kenya, it is tied to responsible participation in family and social life. In Uganda, intelligence is seen as the ability to know the right actions and carry them out effectively, while the Iatmul people of Papua New Guinea associate it with the capacity to remember...
8.5K
01:21Frequency-dependent Selection
23.4K
When the fitness of a trait is influenced by how common it is (i.e., its frequency) relative to different traits within a population, this is referred to as frequency-dependent selection. Frequency-dependent selection may occur between species or within a single species. This type of selection can either be positive—with more common phenotypes having higher fitness—or negative, with rarer phenotypes conferring increased fitness.
23.4K
01:29Measures of Intelligence
8.4K
Psychologists measure intelligence by using standardized tests that produce a score known as the intelligence quotient or IQ. To understand IQ tests, it's important to recognize the key principles behind their construction: validity, reliability, and standardization.
Validity refers to how well a test measures what it claims to measure. An intelligence test should accurately assess intelligence rather than another characteristic, like anxiety. Criterion validity is one way to evaluate this;...
Validity refers to how well a test measures what it claims to measure. An intelligence test should accurately assess intelligence rather than another characteristic, like anxiety. Criterion validity is one way to evaluate this;...
8.4K