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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ruuska, Matti", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-04-28T10:36:36Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-04-28T10:36:36Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/101655", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Marketing communication has rapidly changed due to the impact of artificial intelligence (AI). However, there remains limited qualitative research on consumer interpretations and responses to various applications, such as AI-generated voice. This thesis qualitatively examines Finnish consumers\u2019 reactions to AI-synthesized voices and their influence on consumer behaviour.\nThe empirical data was collected through 18 semi-structured interviews conducted with Finnish consumers aged between 19 and 72 during February and March 2025. These interviews explored consumer attitudes towards AI-generated voices, their impact on cognitive processes, and resulting outcomes. The aim was to explore how consumers perceive and interpret AI-generated voices in comparison to human voices within advertising contexts.\nThe findings indicate that consumer responses to AI-generated voices are dualistic: recognizable AI-generated voices trigger a shift from rapid processing to analytical, slow processing, often evoking negative emotions among consumers. In contrast, unrecognised AI-generated voices are processed similarly to natural human voices, maintaining a neutral perception towards the advertisement. Additionally, the perceived \u201ccheapness\u201d associated with AI-generated voices can negatively influence brand credibility, though this effect appears momentary rather than enduring. Contextual factors, such as industry type, consumer attitude towards technology, and disclosure of AI usage, significantly affect consumer perceptions.\nThis thesis provides theoretical contributions by offering new insights into the relatively narrowly researched area of AI-generated voices in marketing. The primary finding is the duality in consumer responses, both in recognizing synthesized voices and reacting to them. For marketing managers, the most meaningful implication is a framework enabling assessment of when AI-generated voice supports marketing efforts and when it may be harmful.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Markkinointiviestin\u00e4 on muuttunut nopeasti teko\u00e4lyn (AI) vaikutuksesta, mutta silti kuluttajien tulkintoja ja suhtautumista useisiin eri k\u00e4ytt\u00f6kohteisiin, kuten \u00e4\u00e4neen, on tutkittu vain v\u00e4h\u00e4n. T\u00e4ss\u00e4 tutkimuksessa kuvaan kvalitatiivisesti suomalaisten kuluttajien suhtautumista teko\u00e4lysyntensoidun \u00e4\u00e4nen vaikutuksiin kulutajak\u00e4ytt\u00e4ytymiseen digitaalisessa mainonnassa.\nEmpiirinen aineisto ker\u00e4ttiin 18 puolistrukturoidulla haastattelulla, jotka tehtiin 19-72-vuotiaiden suomalaisten kuluttajien kanssa helmi- ja maaliskuussa 2025. N\u00e4iss\u00e4 haastatteluissa tarkasteltiin kuluttajien suhtautumista teko\u00e4ly\u00e4\u00e4niin, niiden vaikutusta kognitiivisiin prosesseihin sek\u00e4 niist\u00e4 syntyviin lopputuloksiin. Tavoitteena oli tarkastella, miten kuluttajat kokevat ja tulkitsevat teko\u00e4lyll\u00e4 tuotetun \u00e4\u00e4nen verrattuna ihmis\u00e4\u00e4neen mainosymp\u00e4rist\u00f6iss\u00e4.\nTulokset osoittavat, ett\u00e4 kuluttajat reagoivat teko\u00e4ly\u00e4\u00e4niin kaksitahoisesti: tunnistettavat teko\u00e4lyn luomat \u00e4\u00e4net saavat aikaan siirtym\u00e4n nopeasta prosessoinnista analyyttiseen hitaaseen prosessointiin, mik\u00e4 aiheuttaa usein negatiivisia tunteita kuluttajissa. Sit\u00e4 vastoin tunnistamattomia teko\u00e4lyn \u00e4\u00e4ni\u00e4 mainonnassa k\u00e4sitell\u00e4\u00e4n samalla tavalla kuin ihmisen luomia \u00e4\u00e4ni\u00e4, mik\u00e4 s\u00e4ilytt\u00e4\u00e4 neutraalin mielikuvan mainonnassa. Teko\u00e4lyn tuottamiin \u00e4\u00e4niin liittyv\u00e4 \u201dhalpamaisuus\u201d voi vaikuttaa kielteisesti br\u00e4ndin uskottavuuteen, mutta t\u00e4m\u00e4 vaikutus vaikuttaa pikemminkin hetkelliselt\u00e4 kuin pysyv\u00e4lt\u00e4. Kontekstitekij\u00e4t, kuten toimiala, kuluttajan suhtauminen teknologiaan ja teko\u00e4lyn k\u00e4yt\u00f6st\u00e4 kertominen, vaikuttavat kuluttajien n\u00e4kemyksiin.\nT\u00e4m\u00e4 tutkielma tarjoa teoreettista kontrubuutiota tuomalla uusia n\u00e4kemyksi\u00e4 melko kapeasti tutkittuun teko\u00e4ly\u00e4\u00e4nen suhteeseen markkinoinnissa. T\u00e4rkein havainto on kaksijakoisuus kuluttajien suhtautumisessa niin tunnistaa syntensoitu \u00e4\u00e4ni, kuin my\u00f6s suhtautua siihen. Merkityksellisin johtop\u00e4\u00e4t\u00f6s markkinointijohtajille on viitekehys, jonka perusteella he voivat arvioida milloin AI-\u00e4\u00e4ni tukee markkinointia, ja miss\u00e4 tilanteissa se voi olla puolestaan haitallista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-04-28T10:36:36Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-04-28T10:36:36Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "49", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Voice of the future? Examining consumer responses to AI-generated voice in brand communication", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202504283511", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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