Semester of Graduation
Spring 2025
Degree
Master of Mass Communication (MMC)
Department
Manship School of Mass Communication
Document Type
Thesis
Abstract
This study explores the effects of GenAI disclosure on advertising effectiveness and how these influences interact with consumers’ involvement in advertised products using a 2×2 experimental design with 83 participants, manipulating AI disclosure (disclosed vs. not disclosed) and involvement level (high vs. low). Findings indicate that disclosure negatively impacts brand attitude but has no significant effect on ad attitude, purchase intention, or sharing intention. An interaction effect was also found that in high-involvement conditions, disclosure increased the intention to share the ad. These results, framed through the Elaboration Likelihood Model (ELM) and Persuasion Knowledge Model (PKM), offer insights into the use of GenAI in advertising transparency in advertising and its implications for consumer responses.
Date
3-27-2025
Recommended Citation
Griffin, Shawn, "THE EFFECTS OF DISCLOSURE OF GENAI USE IN THE PRODUCTION OF ADVERTISING IN HIGH AND LOW INVOLVEMENT SETTINGS" (2025). LSU Master's Theses. 6133.
https://repository.lsu.edu/gradschool_theses/6133
Committee Chair
Yongick Jeong