Journal of Consumer Behaviour最新文献_第3页

Algorithmic Synchronicity and Perceived Relational Reciprocity: A Multi-Method Investigation of Consumer Trust and Loyalty in AI-Driven Retail Ecosystems 算法同步性和感知关系互惠：人工智能驱动的零售生态系统中消费者信任和忠诚度的多方法研究

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-07 DOI: 10.1002/cb.70152

Phan Khanh Duy, Cao Viet Hieu, Tu Huu Cong, Le Ho Van Phang, Ngo Cao Nghia

{"title":"Algorithmic Synchronicity and Perceived Relational Reciprocity: A Multi-Method Investigation of Consumer Trust and Loyalty in AI-Driven Retail Ecosystems","authors":"Phan Khanh Duy, Cao Viet Hieu, Tu Huu Cong, Le Ho Van Phang, Ngo Cao Nghia","doi":"10.1002/cb.70152","DOIUrl":"https://doi.org/10.1002/cb.70152","url":null,"abstract":"<div>\u0000 \u0000 <p>As artificial intelligence (AI) becomes increasingly embedded in retail service delivery, consumers are confronted not only with functional outputs but also with the social dynamics of AI–human interaction. This research introduces two novel constructs, algorithmic synchronicity (AS) and perceived relational reciprocity (PRR), to explain how consumers infer trust and develop loyalty towards AI-enabled retail systems. Across three studies, a 2 × 2 experimental design with PLS-SEM (<i>n</i> = 326), a large-scale NLP sentiment analysis of over 260,000 reviews and expert interviews triangulated with 2-year panel data analysed using system generalised method of moments (SGMM), we demonstrate that perceived rhythm alignment and emotional reciprocation significantly enhance consumer trust. Trust, in turn, mediates loyalty intent, though the effects of AS vary across contexts. The findings extend consumer behaviour theory beyond static personalisation paradigms, offering a dynamic, interactional perspective rooted in synchrony theory and relational norms. Practical implications include design principles for emotionally intelligent AI, transparency protocols and governance frameworks for affective algorithmic engagement.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1975-1997"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389260","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Crafted Responsibility: How Handmade Language Shapes Social Media Engagement for Socially (Ir)Responsible Luxury Fashion Brands 精心制作的责任：手工语言如何塑造社会（Ir）负责任的奢侈时尚品牌的社交媒体参与

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-09 DOI: 10.1002/cb.70157

Tuba Degirmenci, Frank Mathmann, Gary Mortimer

{"title":"Crafted Responsibility: How Handmade Language Shapes Social Media Engagement for Socially (Ir)Responsible Luxury Fashion Brands","authors":"Tuba Degirmenci, Frank Mathmann, Gary Mortimer","doi":"10.1002/cb.70157","DOIUrl":"https://doi.org/10.1002/cb.70157","url":null,"abstract":"<p>This research examines how the disclosure of production cues interacts with corporate social responsibility cues to influence social media engagement in luxury fashion. Two complementary field studies analyse marketer-generated Facebook posts from luxury fashion brands, providing large-scale empirical evidence of a real-world impact on consumer engagement. The results show that handmade language cues, positioned as signals of artisanal craftsmanship, and CSR information interact to shape engagement. Study 1 employs a natural experiment to examine how handmade language cues in marketer-generated content on Facebook shape social media engagement, specifically during periods of heightened reputational risk caused by corporate social irresponsibility events. It demonstrates the value of combining validated linguistic dictionaries, LIWC-based text analysis with Google Trends indicators. Study 2 extends the analysis across multiple luxury brands, testing the interaction between handmade language cues and employee-focused CSR messaging. The findings highlight the context-sensitive power of brand language in shaping consumer responses. While handmade language cues buffer the negative impact of CSR scandals on social media engagement, they strengthen social media shares when paired with positive employee-focused CSR messaging. This dual effect highlights how luxury brands can strategically use handmade language cues to sustain engagement during CSR scandals, and to further enhance engagement with positive employee-related CSR messaging.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"2012-2023"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70157","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389270","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Why Are Consumers Ambivalent About AI-Generated Images? The Moderating Role of Commercial Versus Noncommercial Content Type 为什么消费者对人工智能生成的图像持矛盾态度？商业与非商业内容类型的调节作用

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-25 DOI: 10.1002/cb.70145

Garim Lee, Jinsu Park, Hye-Young Kim, Divya Manoj

{"title":"Why Are Consumers Ambivalent About AI-Generated Images? The Moderating Role of Commercial Versus Noncommercial Content Type","authors":"Garim Lee, Jinsu Park, Hye-Young Kim, Divya Manoj","doi":"10.1002/cb.70145","DOIUrl":"https://doi.org/10.1002/cb.70145","url":null,"abstract":"<p>Grounded in ambivalence theories, this research examined factors shaping consumer ambivalence toward AI-generated content and investigated differences between commercial and noncommercial contexts. As a preliminary study, sentiment analysis of Reddit data using a support vector machine (SVM) revealed that most consumer sentiment toward AI-generated content was positive, identifying “Content Creation/Writing” and “Art/Creative” as the most prominent domains. Based on these findings, an online survey of 281 US participants was conducted to examine consumer ambivalence toward commercial and noncommercial AI-generated content. Results from single-group and multi-group structural equation modeling (SEM) showed that perceived appropriateness and novelty reduced skepticism, while perceived appropriateness, novelty, and perceived effort enhanced liking. Skepticism and liking simultaneously predicted subjective ambivalence, supporting the dual-pathway framework. Content type moderated the relationship between skepticism and ambivalence, such that the effect was stronger for AI-generated commercial ad images than for noncommercial AI artwork. No moderating effect of content type was found in the relationship between liking and ambivalence.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1857-1876"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70145","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389283","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Does Ego Drive Consumers to Make Unaffordable Purchases? A Multi-Experiment Design 是自我驱使消费者做出负担不起的购买吗？多实验设计

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-25 DOI: 10.1002/cb.70150

Abhinandan Kulal, Shakira Irfana

{"title":"Does Ego Drive Consumers to Make Unaffordable Purchases? A Multi-Experiment Design","authors":"Abhinandan Kulal, Shakira Irfana","doi":"10.1002/cb.70150","DOIUrl":"https://doi.org/10.1002/cb.70150","url":null,"abstract":"<div>\u0000 \u0000 <p>Across four experiments, this research investigates how ego-driven motivations, social comparison, and scarcity cues interact to influence consumers' willingness to purchase unaffordable products and their subsequent post-purchase regret. Experiment 1 demonstrates that ego boosts significantly increase financial risk tolerance and willingness to purchase products exceeding budget constraints. Experiment 2 reveals that exposure to high-status peer endorsements amplifies aspirational purchasing intentions for unaffordable products. Experiment 3 shows that scarcity cues heighten urgency and override budgetary constraints, particularly when combined with psychological arousal. Experiment 4 establishes that elevated ego amplifies post-purchase regret for unaffordable purchases, as inflated expectations clash with actual outcomes. Grounded in self-enhancement theory, social comparison theory, the scarcity heuristic, and cognitive dissonance theory, these findings illuminate the interplay between intrinsic psychological motivations and extrinsic situational triggers in driving indulgent consumption. The research raises important ethical concerns about marketing tactics that exploit psychological vulnerabilities, particularly for financially constrained consumers. Implications include recommendations for transparent advertising, financial literacy interventions, and regulatory safeguards to mitigate manipulative marketing practices and promote responsible consumer behavior.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1839-1856"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumer Behavior Toward Health-Related Mobile Applications: A Hybrid Review and Future Agenda 消费者对与健康相关的移动应用程序的行为：混合回顾和未来议程

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-05 DOI: 10.1002/cb.70153

Omer Faruk Celebi, Ebru Tumer, Nilsah Cavdar Aksoy, Alev Kocak Alan

{"title":"Consumer Behavior Toward Health-Related Mobile Applications: A Hybrid Review and Future Agenda","authors":"Omer Faruk Celebi, Ebru Tumer, Nilsah Cavdar Aksoy, Alev Kocak Alan","doi":"10.1002/cb.70153","DOIUrl":"https://doi.org/10.1002/cb.70153","url":null,"abstract":"<p>Mobile health (MH) has the potential to address many consumer challenges, but consumer responses to it remain varied. In this regard, the consumer's perspective on MH is becoming increasingly attractive to academia and business. This review aims to synthesize and analyze 103 studies from 2010 to 2024 using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol. This review adopts a hybrid approach. It examines the performance of the studies and the intellectual structure of the field from a macro perspective through bibliometric analysis (Study 1). It provides a micro perspective on current research in MH through content analysis (Study 2) based on the Theory, Context, Characteristics, and Methodology (TCCM) framework. It synthesizes the findings of both studies, identifying research gaps and offering recommendations to guide future research. Findings indicate a predominant focus on acceptance theories and a lack of research on the ‘dark side’ of consumer response. Furthermore, most studies concentrate on developed countries, leaving the consumer perspective in developing nations underexplored. The review also suggests strategies for understanding how consumer reactions change with the integration of innovative technologies such as artificial intelligence (AI), the Internet of Things (IoT), and big data into MH platforms.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1949-1974"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70153","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389156","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Introducing “Future-Burden Theory”: How Uncertainty Shapes Consumer Behavior 介绍“未来负担理论”：不确定性如何塑造消费者行为

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-19 DOI: 10.1002/cb.70149

Md Salamun Rashidin, Sara Javed

{"title":"Introducing “Future-Burden Theory”: How Uncertainty Shapes Consumer Behavior","authors":"Md Salamun Rashidin, Sara Javed","doi":"10.1002/cb.70149","DOIUrl":"https://doi.org/10.1002/cb.70149","url":null,"abstract":"<div>\u0000 \u0000 <p>This research introduces Future-Burden Theory to explain how institutional uncertainty shapes consumer cognition and behavior. Across four complementary studies, we investigate how chronic future-focus—triggered by weak safety nets and volatile environments—creates <i>future-burden</i> (worry, rumination, stress) that reduces present capacity and shifts decisions toward precautionary choices. Study 1 (qualitative interviews, <i>N</i> = 42) surfaces key constructs and develops a new Future-Burden Scale. Study 2 (multi-country survey, <i>N</i> = 1812) validates the model using multilevel structural equation modeling, showing how contextual uncertainty cascades into psychological burden and behavioral outcomes. Study 3 (experiment, <i>N</i> = 312) demonstrates causal effects on cognition, physiology, and consumption. Study 4 (field intervention, <i>N</i> = 186) shows that daily present-focus practices reduce burden and restore experiential spending. Findings reveal that macro-level instability directly shapes consumer decision-making through psychological mechanisms. The study offers new theoretical insights and practical strategies for managers and policymakers to mitigate future-burden and stimulate present-oriented consumption.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1818-1838"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389233","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Dark Side of Artificial Intelligence: A Meta-Analytic Review 人工智能的黑暗面：元分析综述

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-17 DOI: 10.1002/cb.70144

Kumar Rohit, Amit Shankar

{"title":"Dark Side of Artificial Intelligence: A Meta-Analytic Review","authors":"Kumar Rohit, Amit Shankar","doi":"10.1002/cb.70144","DOIUrl":"https://doi.org/10.1002/cb.70144","url":null,"abstract":"<div>\u0000 \u0000 <p>The rapid integration of artificial intelligence (AI) into consumer interactions has sparked concerns about its darker implications. When AI-enabled service encounters are perceived as error-prone, socially disruptive, emotionally misattuned, privacy-invasive, or ethically questionable, consumers may develop distrust and resistance towards adoption. Despite growing scholarly attention, research on AI-related risks and consumer resistance remains fragmented and empirically inconsistent, limiting clarity on which risk dimensions most consistently generate distrust, how strongly distrust translates into resistance, and why effect sizes vary across studies and contexts. To address this gap, we conducted a meta-analysis grounded in innovation resistance theory and the theory of distrust by synthesizing findings from 30 empirical studies encompassing 302 independent effect sizes and 109,758 participants. We estimated the pooled effects of performance, social, emotional, privacy and security, and ethical risks on distrust and tested the distrust-to-resistance pathway using meta-analytic structural equation modeling. The findings reveal privacy and security risk and ethical risk emerge as the strongest predictors of distrust, which in turn fuels resistance behavior. Further, moderator analyses explain prior inconsistencies by showing that these relationships systematically vary across gender composition, economic development, cultural orientations, and digital readiness. Specifically, social and emotional risks are more influential in developing economies and collectivist cultures, whereas ethical concerns are more salient in digitally mature regions. This study contributes to the ongoing discourse on AI ethics, trust, and adoption by consolidating fragmented evidence into a coherent framework, clarifying why and when consumers resist AI in services, and offering actionable guidance for AI developers, policymakers, and marketers seeking to advance trust-centered adoption strategies and context-sensitive AI design.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1770-1794"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389211","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

How Customers' Priority Is Shifting From Welcoming to Boycotting “TikTok Refugees”? Influences of Algorithmic Recommendations and AI-Generated Content (AIGC) 消费者的优先事项如何从欢迎转向抵制“抖音难民”？算法推荐和ai生成内容（AIGC）的影响

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-06 DOI: 10.1002/cb.70158

Zhuorong Wu, Yibo Xie

{"title":"How Customers' Priority Is Shifting From Welcoming to Boycotting “TikTok Refugees”? Influences of Algorithmic Recommendations and AI-Generated Content (AIGC)","authors":"Zhuorong Wu, Yibo Xie","doi":"10.1002/cb.70158","DOIUrl":"https://doi.org/10.1002/cb.70158","url":null,"abstract":"<div>\u0000 \u0000 <p>Amidst the geopolitical discourse surrounding potential US restrictions on TikTok, a notable migration of American users to the Chinese social-commercial platform RedNote has occurred, creating the emergent phenomenon of “TikTok refugees.” This study moves beyond a purely managerial perspective to investigate how native RedNote users respond to this influx, situating their reactions within the distinct platform cultures of RedNote and TikTok. Unlike TikTok's algorithm-driven focus on viral, short-form entertainment, RedNote cultivates a community oriented toward authentic lifestyle sharing, amateur reviews, and integrated e-commerce. We propose that users' moral sense, shaped by cultural and ideological frames, serves as a lens for interpreting this cross-platform migration. Through three sequential studies, we examine the mechanisms underlying this process. Study 1 establishes that users with higher moral sense exhibit greater willingness to use the platform following the influx, an effect mediated by counterfactual thinking. Study 2 reveals that the level of algorithmic recommendation moderates this relationship, with high algorithmic personalization attenuating the difference in usage intention between high- and low-moral-sense users. Study 3 demonstrates that content type (AI-generated vs. human-generated) further moderates the effect, with AI-generated content exacerbating negative reactions among high-moral-sense users. This research posits that user responses are not merely psychological reactions but outcomes of situated sense-making within RedNote's unique sociotechnical and geopolitical context. The findings illuminate the complex interplay between individual morality, algorithmic mediation, and platform-specific cultural norms in an era of fragmented digital ecosystems.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1998-2011"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389220","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Honoring the Value of Biocultural Heritage Stores: The Combined Role of Authenticity, Tradition, and Ethnocentrism 尊重生物文化遗产商店的价值：真实性、传统和种族中心主义的综合作用

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-10 DOI: 10.1002/cb.70148

My-Trinh Bui, Thi-Thanh-Huyen Tran, Hong-Minh Phi

{"title":"Honoring the Value of Biocultural Heritage Stores: The Combined Role of Authenticity, Tradition, and Ethnocentrism","authors":"My-Trinh Bui, Thi-Thanh-Huyen Tran, Hong-Minh Phi","doi":"10.1002/cb.70148","DOIUrl":"https://doi.org/10.1002/cb.70148","url":null,"abstract":"<div>\u0000 \u0000 <p>Biocultural heritage constitutes a socio-ecological synthesis wherein the natural environment provides the biological foundation, while traditions, knowledge, and collective identity serve as the defining cultural pillars. Ecosystem vitality is inextricably linked to the preservation of heritage, functioning through continuous community practice. Addressing the conceptual ambiguity within this field, this study explores how authenticity, tradition, and ethnocentrism collectively shape the evolution of biocultural heritage stores. This research employs a dual-stage mixed-method approach, integrating Partial Least Squares Structural Equation Modeling (PLS-SEM) with Artificial Neural Networks (ANN) to capture both linear and non-linear complexities within the data. By conceptualizing authenticity as a second-order construct, the study elucidates how marketing strategies can fortify biocultural heritage values, specifically heritage, legitimacy, nostalgia, originality, and social responsibility, to enrich the consumer experience. Furthermore, the study shows that authenticity, tradition, and ethnocentrism significantly influence repurchase intentions, mediated by the roles of store image, store quality, loyalty, and electronic word-of-mouth (eWOM). The findings offer a strategic framework for practitioners to enhance customer perceptions and improve biocultural heritage store management.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"2024-2056"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

AI Beauty Filters, and Appearance Self-Esteem: An Empirical Investigation 人工智能美滤镜与外表自尊：一项实证调查

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-10 DOI: 10.1002/cb.70141

Aashish Garg, Pooja Goel, Nripendra P. Rana, Anubhav Mishra

{"title":"AI Beauty Filters, and Appearance Self-Esteem: An Empirical Investigation","authors":"Aashish Garg, Pooja Goel, Nripendra P. Rana, Anubhav Mishra","doi":"10.1002/cb.70141","DOIUrl":"https://doi.org/10.1002/cb.70141","url":null,"abstract":"<div>\u0000 \u0000 <p>The widespread use of beauty filter applications (apps) has empowered people to alter the way they look. However, these apps also have psychological and social consequences, as they create unrealistic beauty standards and trigger mental health issues. The present research comprises two complementary studies that examine how the ‘ideal self’ motivates individuals to use artificial intelligence (AI) beauty filter apps on social media, and how such use influences negative body image state, fear of negative appearance evaluation, and low appearance self-esteem. Study 1, based on a cross-sectional analysis of 468 users on various social media platforms, revealed that AI beauty filter use significantly contributes to lower body image state and diminished appearance self-esteem, with body surveillance moderating these relationships. Study 2, focusing on a single popular app (BeautyPlus Cam–AI Photo Editor) with 312 respondents, validated and extended these findings by confirming similar psychological effects in an app-specific context and demonstrating stronger associations between filter use and negative emotional outcomes. Together, both studies highlight that AI beauty filters reinforce idealised self-perceptions, leading to self-discrepancy and appearance-related anxiety. This study contributes to the growing literature by integrating self-determination theory and self-objectification theory to explain the negative psychological impacts of AI beauty filters and offers actionable insights for developers and social media platforms to promote authentic and inclusive digital beauty standards.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1678-1700"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0