Decoding Perceptions: How ‘Artificial Intelligence’ Verbatim Shapes Consumer Attitude, Omar Trimeche, Kaïs Jomaa
Omar Trimeche and Kaïs Jomaa
Mediterranean School of Business at Tunis (Tunisia)
Nova School of Business and Economics at Lisbon (Portugal)
DOI: 10.47556/B.OUTLOOK2026.24.1
Received: 2026 / Revised: 2026 / Accepted: 2026 / Published: 2026
Purpose: This study investigates whether the inclusion of the verbatim “Artificial Intelligence” (AI) in communication messages influences consumers’ perceptions of the message and the promoted service.
Design/methodology/approach: An experimental between-subjects design with 102 Tunisian undergraduate students tested responses to randomly exposed gym advertisements framed with or without 'Artificial Intelligence.' Data were analyzed using ordered logistic and OLS regression models grounded in message framing and dual-process theories.
Findings: Messages framed with “Artificial Intelligence” were perceived as significantly more credible, associated with higher perceived value, stronger purchase intentions, and greater willingness to spend, while effects on message clarity were not statistically significant.
Originality/value: The study demonstrates that “Artificial Intelligence” operates as a powerful heuristic cue in advertising, shaping consumer evaluations beyond substantive technological content, and provides empirical evidence from a developing-country context.
Research limitations/implications: Limitations include the homogeneous sample (Tunisian undergraduates) and single-service context. Future research should test AI framing across diverse demographics, product categories, and Middle East and North Africa countries to enhance generalizability and explore implications for sustainable development in emerging markets.
Practical implications: Marketers can leverage AI framing to enhance message credibility, perceived value, and purchase intentions. Businesses can apply AI framing to increase consumer engagement, while policymakers could promote clear AI messaging to encourage adoption of innovative services. However, the advertising industry must consider ethical implications, including the risks of misleading information, false claims, or embellishment. Companies should use the term “Artificial Intelligence” verbatim only when the promoted product or service genuinely uses or has been developed with AI technologies.
Keywords: Artificial Intelligence, Message framing, Consumer attitude, Purchase intention, Willingness to pay, Heuristic processing, Experimental advertising research, Tunisia
Citation: Trimeche, O. and Jomaa, K. (2026): Decoding Perceptions: How 'Artificial Intelligence' Verbatim Shapes Consumer Attitude. In Ahmed, A. (Ed.): World Sustainable Development Outlook 2026, Vol. 22, pp. xx-xx. WASD: London, United Kingdom.