Publicação
The future of art : A study on the influence of AI technology on the customer perception in the art industry
| Resumo: | The rapid integration of artificial intelligence (AI) into creative domains has reshaped traditional notions of authorship, authenticity, and artistic value. This study investigates how emotional and perceptual mechanisms - specifically Involvement, Awe, and Aesthetics - influence two key dimensions of perceived value, Hedonic and Social Value, in the context of AI-generated art. Grounded in the Consumption Value Theory (Sheth et al., 1991), the research employed a quantitative within-subjects experimental design. Two hundred participants evaluated The Next Rembrandt in two stages: first without contextual information, and then after learning that the artwork had been created by AI. Results revealed significant decreases across all constructs following the revelation of AI authorship, confirming that human agency remains a central determinant of aesthetic and emotional experience. Involvement showed strong direct effects on both Hedonic and Social Value, reinforcing its role as a primary driver of perceived worth. Awe did not mediate the relationship between Involvement and Hedonic Value, but exhibited a small negative indirect effect on Social Value, indicating that admiration for machine creativity may distance viewers rather than foster social connection. Aesthetics, while conceptually relevant, displayed severe multicollinearity with Involvement and was therefore excluded from the mediation analyses. The findings extend the Consumption Value Theory by demonstrating how technological authorship alters the emotional and perceptual pathways through which consumers assign value. |
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| Autores principais: | Machado, António Fernandes |
| Assunto: | Inteligência artificial -- Artificial intelligence Arte -- Art Consumption value theory Involvement Awe Estética -- Aesthetics Hedonic value Valores sociais -- Social values Envolvimento Admiração Valor hedónico |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The rapid integration of artificial intelligence (AI) into creative domains has reshaped traditional notions of authorship, authenticity, and artistic value. This study investigates how emotional and perceptual mechanisms - specifically Involvement, Awe, and Aesthetics - influence two key dimensions of perceived value, Hedonic and Social Value, in the context of AI-generated art. Grounded in the Consumption Value Theory (Sheth et al., 1991), the research employed a quantitative within-subjects experimental design. Two hundred participants evaluated The Next Rembrandt in two stages: first without contextual information, and then after learning that the artwork had been created by AI. Results revealed significant decreases across all constructs following the revelation of AI authorship, confirming that human agency remains a central determinant of aesthetic and emotional experience. Involvement showed strong direct effects on both Hedonic and Social Value, reinforcing its role as a primary driver of perceived worth. Awe did not mediate the relationship between Involvement and Hedonic Value, but exhibited a small negative indirect effect on Social Value, indicating that admiration for machine creativity may distance viewers rather than foster social connection. Aesthetics, while conceptually relevant, displayed severe multicollinearity with Involvement and was therefore excluded from the mediation analyses. The findings extend the Consumption Value Theory by demonstrating how technological authorship alters the emotional and perceptual pathways through which consumers assign value. |
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