{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,18]],"date-time":"2026-03-18T10:23:20Z","timestamp":1773829400121,"version":"3.50.1"},"reference-count":82,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2025,12,2]],"date-time":"2025-12-02T00:00:00Z","timestamp":1764633600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Shandong Social Science Fund Project","award":["22CGLJ24"],"award-info":[{"award-number":["22CGLJ24"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>In the era of Artificial Intelligence-Generated Content (AIGC) transforming advertising production, existing research lacks comprehensive exploration of how AIGC advertisements shape consumer responses. This study integrates attention allocation theory and the Elaboration Likelihood Model (ELM) to investigate dual cognitive processing mechanisms of relevant and divergent AI advertisements via eye-tracking experiments and questionnaires. Findings reveal that relevant AI advertisements enhance perceived usefulness (PU) through product area attention allocation, improving purchase intention; Divergent AI advertisements boost perceived entertainment (PE) via non-product creative cues, positively influencing ad attitudes; and product involvement (PI) moderates these paths as high PI strengthens PU\u2019s role in central processing, while low PI amplifies PE\u2019s effect in peripheral processing. By constructing a dual-path cognitive model, this research bridges gaps in understanding AI advertising\u2019s implicit attention mechanisms and explicit perceptual outcomes. The findings provide theoretical guidance for advertisers to optimize AIGC strategies, balancing technological utility and creative appeal to achieve precise attention guidance and enhance smart marketing effectiveness.<\/jats:p>","DOI":"10.3390\/jtaer20040339","type":"journal-article","created":{"date-parts":[[2025,12,2]],"date-time":"2025-12-02T15:31:46Z","timestamp":1764689506000},"page":"339","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Trust or Skepticism? Unraveling the Communication Mechanisms of AIGC Advertisements on Consumer Responses"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5655-5441","authenticated-orcid":false,"given":"Shoufen","family":"Jiang","sequence":"first","affiliation":[{"name":"School of Business, Shandong University, Weihai 264209, China"}]},{"given":"Wanqing","family":"Zheng","sequence":"additional","affiliation":[{"name":"School of Business, Shandong University, Weihai 264209, China"}]},{"given":"Haiyan","family":"Kong","sequence":"additional","affiliation":[{"name":"School of Business, Shandong University, Weihai 264209, China"}]}],"member":"1968","published-online":{"date-parts":[[2025,12,2]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1145\/3462634","article-title":"The impact of artificial intelligence on the creativity of videos","volume":"18","author":"Rebelo","year":"2022","journal-title":"ACM Trans. Multimed. Comput. Commun. 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