2025年第42期(总第1083期)
演讲主题：Digital Dissonance: How AI-Generated Art Tests Our Moral Compass
主讲人：朱英 不列颠哥伦比亚大学副教授
主持人：王梦阳 市场营销系副教授
活动时间：2025年6月17日（周二）09:30-11:30
活动地点：管院大楼119室
主讲人简介：
朱英博士是加拿大英属哥伦比亚大学奥肯那根校区英国威廉希尔公司官网的终身副教授。她在德克萨斯农工大学梅斯商学院获得市场营销博士学位，并拥有计算机科学和管理学双硕士学位，以及英国威廉希尔公司官网学士学位。朱博士主要研究兴趣包括数字营销、品牌管理、消费者行为、商业分析以及社交网络。她目前的研究主要聚焦于两个方向：（1）探讨技术对消费者的影响，以及消费者使用技术（如人工智能、元宇宙）的前因与结果；（2）研究不同营销策略（如数字营销、商业网络）的有效性以及品牌的重要性。朱博士研究成果发表在《American Psychologist》《European Journal of Marketing》《Psychology & Marketing》等高水平期刊上，截至目前已发表21篇同行评审论文，其中12篇发表于澳大利亚商学院院长委员会（ABDC）A*或A类期刊。
活动简介：
Artificial Intelligence (AI) applications like Midjourney and DALL·E have significantly transformed the landscape of artistic creation, yet consumer responses to AI-generated art remain underexplored. This research investigates how consumers respond to AI-created music compared to human-created music through the lens of Moral Foundations Theory, focusing on fairness, authority, and purity. Across three experimental studies, we consistently find lower purchase intentions for AI-generated music. Study 1 demonstrates that perceptions of reduced purity and song quality mediate consumers' lower purchase intentions toward AI-created music. Study 2 further identifies spirituality, a dimension of purity, as an important factor driving consumer preference for human-created art. Study 3 reveals that consumer reactions differ based on music type, showing stronger negative responses to AI-generated lyrical music compared to instrumental music. Overall, our findings highlight that moral considerations, especially purity and spirituality, strongly influence consumer decisions and represent significant psychological barriers to adopting AI-generated artistic works. The results emphasize the need for marketers and creators to address moral and spiritual perceptions to enhance consumer acceptance of AI-generated art.
