Beyond Personalization: Unveiling the Cognitive–Emotional–Affective Pathways of Generation Z in AI-Enabled Personalized Digital Advertising
Description
AI-enabled personalized digital advertising has transformed consumer engagement, yet existing research explains consumer responses through fragmented psychological mechanisms. This study extends the Stimulus–Organism–Response (S–O–R) theory by proposing an Integrated Psychological Processing Framework (IPPF) that reconceptualizes the Organism as an integrated cognitive–emotional–affective processing mechanism. Using survey data from 259 Generation Z consumers and Partial Least Squares Structural Equation Modeling (PLS-SEM), the study examines how perceived personalization, perceived relevance, and perceived value influence behavioral intention through trust, emotional response, and affective outcome. The findings demonstrate that cognitive advertising stimuli collectively activate interconnected psychological processes, with affective outcome exerting the strongest influence on behavioral intention. The proposed framework advances S–O–R theory and provides practical insights for designing more effective AI-enabled personalized advertising strategies.
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Institutions
- SR UniversityTelangana, Warangal