Merchandising/Marketing/Retailing: Branding

The Impact of Art Infusion Levels in AI-Generated Advertisements on Consumers’ Aesthetic and Brand Responses

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Abstract

This paper conceptualizes how different levels of art infusion (high vs. low) in AI-generated advertisements influence consumers' aesthetic emotions, aesthetic judgments, and brand responses by integrating Leder’s information processing model of aesthetic experience, Bloch’s model of consumer responses to product form, Reber’s processing fluency theory, and P-A-D theory. The multi-perspective framework clarifies the sequential psychological and behavioral response mechanisms, including the mediating impact of aesthetic responses. These insights provide actionable guidance for brands to strategically leverage nuanced art infusion in AI-generated advertisements, enabling them to craft visually compelling content that not only captures consumer attention but also strengthens emotional engagement, enhances brand perception, and drives purchase intent.

Keywords: art infusion, AI-generated advertisement, aesthetic emotion, aesthetic judgement, brand response

How to Cite:

Yoo, H., Elbadawy, H. & Chattaraman, V., (2025) “The Impact of Art Infusion Levels in AI-Generated Advertisements on Consumers’ Aesthetic and Brand Responses”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21896