IDEAS home Printed from https://ideas.repec.org/p/zbw/iubhbm/343089.html

Künstlich, aber wirkungsvoll? Eine empirische Analyse zur Kennzeichnungspflicht von KI-generierten Bildern und ihren Konsequenzen auf die Werbewirkung

Author

Listed:
  • Perst, Florian
  • Schmitt, Noel
  • Schubart, Constantin

Abstract

This study examined the effects of the labelling requirement for AI-generated image content, introduced by Regulation (EU) 2024/1689, on advertising effectiveness in commercial tourism marketing. The aim was to investigate whether the legally mandated transparency disclosure in an advertisement negatively influences key advertising effectiveness dimensions. The variables examined included recall, perceived credibility, attitude toward the ad, trust, and purchase intention. Using a quantitative online survey with an experimental A/B design (N = 144), consumer responses to an advertisement featuring a real photograph were compared with those to a visually equivalent advertisement labelled as AI-generated. The results revealed no significant differences between the groups, indicating that the transparency disclosure did not reduce advertising effectiveness for the visually high-quality stimulus used here. Companies may therefore be able to leverage the efficiency potential of generative AI without necessarily suffering losses in advertising effectiveness. However, the absence of significant differences does not constitute evidence of equivalence, and the transferability of these findings to other industries, motifs, and target groups requires further empirical investigation.

Suggested Citation

  • Perst, Florian & Schmitt, Noel & Schubart, Constantin, 2026. "Künstlich, aber wirkungsvoll? Eine empirische Analyse zur Kennzeichnungspflicht von KI-generierten Bildern und ihren Konsequenzen auf die Werbewirkung," IU Discussion Papers - Business & Management 16 (August 2026), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhbm:343089
    DOI: 10.56250/4145
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/343089/1/1981780769.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.56250/4145?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Morwitz, Vicki G. & Steckel, Joel H. & Gupta, Alok, 2007. "When do purchase intentions predict sales?," International Journal of Forecasting, Elsevier, vol. 23(3), pages 347-364.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    2. Kim, Jisu & Jeong, Dabin & Dua, Rubal & Bansal, Prateek & Lee, Jae Hyun & Kim, Eui-Jin, 2026. "How are major electric vehicle fires associated with purchase Intention? The moderating role of EV ownership experience in South Korea," Energy, Elsevier, vol. 342(C).
    3. Nikolas Neumann & Aline Mangold & Julia Schneider & Christian Wölfel, 2025. "Driving a Circular Economy: Nudging and Innovative Strategies for Promoting Post-Consumer Recycled Plastic Home-Appliances," Circular Economy and Sustainability, Springer, vol. 5(3), pages 1607-1629, June.
    4. Horstmann, Felix, 2017. "Measuring the shopper's attitude toward the point of sale display: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 112-123.
    5. Yang Li & Dandan Yang & Yingying Liu, 2021. "The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    6. Reinoso-Carvalho, Felipe & Gunn, Laura & Molina, German & Narumi, Takuji & Spence, Charles & Suzuki, Yuji & ter Horst, Enrique & Wagemans, Johan, 2020. "A sprinkle of emotions vs a pinch of crossmodality: Towards globally meaningful sonic seasoning strategies for enhanced multisensory tasting experiences," Journal of Business Research, Elsevier, vol. 117(C), pages 389-399.
    7. Hidayat, Deddy Rakhmad & Parawansa, Dian Anggraece Sigit & Upe, Jusni Ambo & Nursyamsi, Idayanti, 2026. "Scientific Mapping of Purchase Intention Research: Patterns, Key Contributors, and Future Directions Based on Scopus (2023-2025)," International Review of Management and Marketing, International Review of Management and Marketing, vol. 16(3), pages 440-451, March.
    8. He, Yi & You, Ya & Chen, Qimei, 2020. "Our conditional love for the underdog: The effect of brand positioning and the lay theory of achievement on WOM," Journal of Business Research, Elsevier, vol. 118(C), pages 210-222.
    9. Bogdan Anastasiei & Ana Raluca Chiosa, 2018. "Antecedents of Word-of-Mouth Communication and Purchase Intention on Facebook," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(8), pages 33-45.
    10. Leard, Benjamin, 2018. "Consumer inattention and the demand for vehicle fuel cost savings," Journal of choice modelling, Elsevier, vol. 29(C), pages 1-16.
    11. Helga Fehr-Duda & Robin Schimmelpfennig, 2018. "Wider die Zahlengläubigkeit: Sind Befragungsergebnisse eine gute Grundlage für wirtschaftspolitische Entscheidungen?," ECON - Working Papers 297, Department of Economics - University of Zurich, revised Dec 2018.
    12. Malek Simon Grimm & Ralf Wagner, 2024. "Challenging the linearity assumption of intra-brand image confusion," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 355-374, June.
    13. R Fildes & K Nikolopoulos & S F Crone & A A Syntetos, 2008. "Forecasting and operational research: a review," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(9), pages 1150-1172, September.
    14. Nayeon Kim & Kyungtag Lee, 2023. "Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context," IJERPH, MDPI, vol. 20(7), pages 1-17, March.
    15. Cecere, Grazia & Corrocher, Nicoletta & Guerzoni, Marco, 2018. "Price or performance? A probabilistic choice analysis of the intention to buy electric vehicles in European countries," Energy Policy, Elsevier, vol. 118(C), pages 19-32.
    16. Laura J. Kornish & Jeremy Hutchison‐Krupat, 2017. "Research on Idea Generation and Selection: Implications for Management of Technology," Production and Operations Management, Production and Operations Management Society, vol. 26(4), pages 633-651, April.
    17. Park, Hyun Jung & Lin, Li Min, 2020. "Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 623-628.
    18. Nguyen, Cathy & Faulkner, Margaret & Yang, Song & Williams, John & Tong, Luqiong, 2022. "Mind the gap: Understanding the gap between intentions and behaviour in the charity context," Journal of Business Research, Elsevier, vol. 148(C), pages 216-224.
    19. Imam Salehudin & Frank Alpert, 2024. "Perceived aggressive monetization: why some mobile gamers won’t spend any money on in-app purchases," Electronic Commerce Research, Springer, vol. 24(3), pages 1997-2019, September.
    20. Francis Osei & Gertrude Agyemang & Collins Kankam-Kwarteng & Ofosu Amofah, 2021. "Customer use of online order for food delivery service: the application of UTAUT2 Model," Technium Social Sciences Journal, Technium Science, vol. 25(1), pages 496-514, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • K24 - Law and Economics - - Regulation and Business Law - - - Cyber Law

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:iubhbm:343089. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://www.iu.de/forschung/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.