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J. Fatima

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#explainable ai Open access Sep 2026

How older consumers perceive AI disclosure in advertising: relatability and trustworthiness across utilitarian and hedonic service contexts

This study aims to examine how older consumers interpret artificial intelligence (AI) disclosure when evaluating the trustworthiness of AI-generated advertising across utilitarian and hedonic service contexts and explores the role of relatability in these evaluations. A qualitative study was conducted using...

Neeru Sharma, J. Fatima, Sabreena Zoha · 0 citations

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