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Article Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN AnalysisZhu · 2025AI virtual anchors are an emerging innovation that are gaining significant at- tention, as they hold promising applications across various fields. This study examines how users perceive live product selling by AI virtual anchors and its impact on brand image and brand loyalty. A two-stage PLS-SEM and ANN approach was employed to analyze data from a sample of 336 individuals in China who had experienced and utilized AI virtual anchors for purchases during branded live streaming sessions. The findings indicate that perceived usefulness, perceived enjoyment, and novelty positively impact brand image, with artificial neural network (ANN) analysis identifying brand image as the primary predictor. Furthermore, brand image acts as a mediator between these user perceptions and brand loyalty. These insights offer brand managers a strategic approach to utilize AI virtual anchors for fostering a positive brand image and building loyal customer bases. The study also contributes to the academic understanding of consumer behavior and brand management in the context of AI.

UX of AI & PersonalizationResearch Papers

Does personality matter: examining the value of personality insights for personalized nudges that encourage the selection of learning resourcesCardenas Canto, dimitrova · 2024© 2024 Cardenas Canto, Dimitrova, Sherman and Flint. This is an open-access article distributed under the terms of the Creative Commons Attribution License CC BY. The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

UX of AI & PersonalizationResearch Papers

Influence of Artificial Intelligence Recommendation on Consumers' Purchase Intention Under the Information Cocoon EffectSiyi Liang, Nurzat Alimu et al. · 2023With the rapid development of e-commerce, artificial intelligence (AI) recommendation technology is also evolving rapidly. In the long run, the informa- tion obtained by consumers has become homogeneous, leading to the formation of “information cocoons effect”. However, few researches have examined the influ- ence of information cocoons effect on consumers’ purchase intention. Drawing on the Expectation Confirmation Model (ECM) and Information Ecology Theory, we develop a research model to investigate how information factor (Information Homogeneity), human factor (Personal Innovation), environment factor (Social Influence), and technology factor (Personalized Recommendation Quality, Plat- form Interaction Quality) affect consumers’ satisfaction and purchase intention. Data has been collected from 283 respondents and analyzed with SmartPLS 3.3.9. Findings indicate that Personalized Recommendation Quality, Platform Interac- tionQualitysatisfactionandPerceivedTimeRisksignificantlyinfluencesPurchase Intention. Potential theoretical and practical contributions are also discussed.

UX of AI & PersonalizationResearch Papers

Physiology-based personalization of persuasive technology: a user modeling perspectiveSpelt · 2021Persuasive technology (PT) can assist in behavior change. PT systems often rely on user models, based on behavior and self-report data, to personalize their function- alities and thereby increase efficiency. This review paper shows how physiological measurements could be used to further improve user models for personalization of PT by means of bio-cybernetic loops and data-driven approaches. Furthermore, we outline the advantages of using physiological measures for personalization compared to self-report and behavior measurement. Additionally, we show how two types of physiological information—physiological states and physiological reactivity—can be relevant for PT adaptations. To illustrate this, we present a model with two types of physiology-based PT adaptations as part of a bio-cybernetic loop; state-based and reactivity-based. Next, we discuss the implications of physiology-aware PT for per- suasive design and theory. And lastly, because of the potential impact of such systems, we also consider important ethical implications of physiology-aware PT. B Hanne A. A. Spelt [hanne.spelt@philips.com](mailto:hanne.spelt@philips.com); [h.a.a.spelt@tue.nl](mailto:h.a.a.spelt@tue.nl) Joyce H. D. M. Westerink [joyce.westerink@philips.com](mailto:joyce.westerink@philips.com); [j.h.d.m.westerink@tue.nl](mailto:j.h.d.m.westerink@tue.nl) Lily Frank [l.e.frank@tue.nl](mailto:l.e.frank@tue.nl) Jaap Ham [j.r.c.ham@tue.nl](mailto:j.r.c.ham@tue.nl) Wijnand A. IJsselsteijn [w.a.ijsselsteijn@tue.nl](mailto:w.a.ijsselsteijn@tue.nl) 1 Digital Engagement, Cognition & Behavior Group, Philips Research, High Tech Campus 34, 5656 AE Eindhoven, The Netherlands 2 Human-Technology Interaction Group, Faculty Industrial Engineering & Innovation Sciences, Eindhoven University of Technology, Postbus 513, 5600 MB Eindhoven, The Netherlands 3 Philosophy & Ethics Group, Faculty Industrial Engineering & Innovation Sciences, Eindhoven University of Technology, Postbus 513, 5600 MB Eindhoven, The Netherlands 123 134 H. A. A. Spelt et al.

UX of AI & PersonalizationResearch Papers

Persuasive strategies and emotional states: towards designing personalized and emotion-adaptive persuasive systems2023Persuasive strategies have been widely operationalized in systems or applications to motivate behaviour change across diverse domains. However, no empirical evidence exists on whether or not persuasive strategies lead to certain emotions to inform which strategies are most appropriate for delivering interventions that not only motivate users to perform target behaviour but also help to regulate their current emotional states. We conducted a large-scale study of 660 participants to investigate if and how individ- uals including those at different stages of change respond emotionally to persuasive strategiesandwhy.Specifically,weexaminedtherelationshipbetweenperceivedeffec- tiveness of individual strategies operationalized in a system and perceived emotional states for participants at different stages of behaviour change. Our findings estab- lished relations between perceived effectiveness of strategies and emotions elicited in individuals at distinct stages of change and that the perceived emotions vary across stages of change for different reasons. For example, the reward strategy is associated with positive emotion only (i.e. happiness) for individuals across distinct stages of change because it induces feelings of personal accomplishment, provides incentives that increase the urge to achieve more goals, and offers gamified experience. Other strategies are associated with mixed emotions. Our work links emotion theory with behaviour change theories and stages of change theory to develop practical guidelines for designing personalized and emotion-adaptive persuasive systems. B Oladapo Oyebode oladapo.oyebode@dal.ca Darren Steeves darren@jackhabbit.com Rita Orji rita.orji@dal.ca 1 Faculty of Computer Science, Dalhousie University, Halifax, NS B3H 1W5, Canada 2 School of Health and Human Performance, Dalhousie University, Halifax, NS B3H 4R2, Canada 123 1176 O. Oyebode et al.

Emotional DesignResearch Papers

Designing User Interfaces in Emotionally-Sensitive Applications2018A method for analysing emotion and motivation for design of affective user interfaces is described. Theories from psychology of emotion and motivation are applied in user-centred design to analyse desired influences on users, and plan appropriate UI features, based on a scenario-based approach that analyses affective situations. The method informs design of multimedia and agent-based user interfaces for persuasive technology applications and domains where the user interface may have emotive effects. Use of method is illustrated with a case study in health informatics for a persuasive technology application.

Emotional DesignResearch Papers

Emotion and Decision MakingJennifer S. Lerner · 2015A revolution in the science of emotion has emerged in recent decades, with the potential to create a paradigm shift in decision theories. The research reveals that emotions constitute potent, pervasive, predictable, sometimes harmful and sometimes beneficial drivers of decision making. Across dif- ferent domains, important regularities appear in the mechanisms through which emotions influence judgments and choices. We organize and analyze what has been learned from the past 35 years of work on emotion and de- cision making. In so doing, we propose the emotion-imbued choice model, which accounts for inputs from traditional rational choice theory and from newer emotion research, synthesizing scientific models. 799 Annu. Rev. Psychol. 2015.66:799-823. Downloaded from www.annualreviews.org Access provided by 109.228.76.45 on 09/07/22. For personal use only. Click here for quick links to Annual Reviews content online, including: • Other articles in this volume • Top cited articles • Top downloaded articles • Our comprehensive search Further ANNUAL REVIEWS Bounded rationality: the idea that decision making deviates from rationality due to such inherently human factors as limitations in cognitive capacity and willpower, and situational constraints Normative: how and/or what people should ideally judge or decide Emotion: multifaceted, biologically mediated, concomitant reactions (experiential, cognitive, behavioral, expressive) regarding survival-relevant events JDM: judgment and decision making Contents

Emotional DesignResearch Papers

Feelings and Consumer Decision Making 1Seunghee Han, Jennifer S. Lerner · 2006This article presents the Appraisal Tendency Framework (ATF) (Lerner & Keltner, 2000, 2001; Lerner & Tiedens, 2006) as a basis for predicting the influence of specific emotions on consumer decision making. In particular, the ATF addresses how and why specific emotions carry over from past situations to color future judgments and choices. After reviewing the main assumptions and the five main principles of the framework, two streams of research are presented. One stream addresses emotional carry-over effects on the assessment of risk; the other addresses carry-over effects on the assessment of monetary value. Because risk assessment and value assessment are fundamental psychological processes, understanding them has the potential to yield manifold implications for consumer judgment and decision making. The concluding sections highlight limitations and future directions of the framework. Feelings and Consumer Decision Making 3 3 Feelings and Consumer Decision Making: The Appraisal-Tendency Framework

Emotional DesignResearch Papers

The role of emotions in marketingElyria Kemp, Steven W. Kopp · 1999*Emotions are mental states of readiness that arise from appraisals of events or one ' s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.*

Emotional DesignResearch Papers