Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement
Research on the advertising effectiveness of models has emphasized the importance of congruence between a model’s physical and internal characteristics and the product’s attributes. However, these studies have primarily focused on celebrity and non-celebrity human models. Recently, the use of AI-gen...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-01-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/6/1/6_2025.006/_html/-char/en |
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| _version_ | 1850251436794839040 |
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| author | Takehiro Ebitani Takumi Kato |
| author_facet | Takehiro Ebitani Takumi Kato |
| author_sort | Takehiro Ebitani |
| collection | DOAJ |
| description | Research on the advertising effectiveness of models has emphasized the importance of congruence between a model’s physical and internal characteristics and the product’s attributes. However, these studies have primarily focused on celebrity and non-celebrity human models. Recently, the use of AI-generated models in advertising has gained attention due to their low cost and low risk. This study addresses the research question: “Does the congruence between an AI model’s personal life setting and product characteristics enhance product attractiveness in advertising?” Randomized controlled trials (RCTs) to investigate this question showed that setting the AI model’s attributes to married with children enhanced product attractiveness in a detergent advertisement. This finding suggests that insights from previous research on celebrity and non-celebrity models can also be applied to AI models, which do not have real personal lives, thereby extending academic knowledge and providing practical implications for marketers. |
| format | Article |
| id | doaj-art-896b6349523045f08c3a36fe9a2953e2 |
| institution | OA Journals |
| issn | 2435-0443 |
| language | Japanese |
| publishDate | 2025-01-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj-art-896b6349523045f08c3a36fe9a2953e22025-08-20T01:57:54ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432025-01-0161455110.7222/marketingreview.2025.006marketingreviewImpact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in AdvertisementTakehiro Ebitani0Takumi Kato1Undergraduate Student, School of Commerce, Meiji University, JapanSenior Assistant Professor, School of Commerce, Meiji University, JapanResearch on the advertising effectiveness of models has emphasized the importance of congruence between a model’s physical and internal characteristics and the product’s attributes. However, these studies have primarily focused on celebrity and non-celebrity human models. Recently, the use of AI-generated models in advertising has gained attention due to their low cost and low risk. This study addresses the research question: “Does the congruence between an AI model’s personal life setting and product characteristics enhance product attractiveness in advertising?” Randomized controlled trials (RCTs) to investigate this question showed that setting the AI model’s attributes to married with children enhanced product attractiveness in a detergent advertisement. This finding suggests that insights from previous research on celebrity and non-celebrity models can also be applied to AI models, which do not have real personal lives, thereby extending academic knowledge and providing practical implications for marketers.https://www.jstage.jst.go.jp/article/marketingreview/6/1/6_2025.006/_html/-char/enadvertising modelgenerative aiai influencerinternal characteristics |
| spellingShingle | Takehiro Ebitani Takumi Kato Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement Maketingu rebyu advertising model generative ai ai influencer internal characteristics |
| title | Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement |
| title_full | Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement |
| title_fullStr | Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement |
| title_full_unstemmed | Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement |
| title_short | Impact of the Congruence Between an AI Model’s Personal Life Settings and Product Characteristics on Product Attractiveness in Advertisement |
| title_sort | impact of the congruence between an ai model s personal life settings and product characteristics on product attractiveness in advertisement |
| topic | advertising model generative ai ai influencer internal characteristics |
| url | https://www.jstage.jst.go.jp/article/marketingreview/6/1/6_2025.006/_html/-char/en |
| work_keys_str_mv | AT takehiroebitani impactofthecongruencebetweenanaimodelspersonallifesettingsandproductcharacteristicsonproductattractivenessinadvertisement AT takumikato impactofthecongruencebetweenanaimodelspersonallifesettingsandproductcharacteristicsonproductattractivenessinadvertisement |