American Academy of Advertising's 2025 Annual Conference

American Academy of Advertising's 2025 Annual Conference

Welcome to the 2025 AAA Annual Conference in Pittsburgh, PA! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2025!

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7:30am PDT

Coffee Break - Sponsored by TBA

8:30am PDT

Session 3.01: Risks and Perils of AI in Advertising TBA Session 3.01a: AI Anxiety and Consumer Experience: Defining Consumer AI Anxiety through Scale Development and Validation TBAJeewon Kim (University of Texas at Austin) Matthew Eastin (The University of Texas at Austin) • Laura Bright (The University of Texas at Austin) Session 3.01b: How Artificial Intelligence (Ai)-based Systems can Jeopardize Consumers: A Technology Affordance Perspective TBAMark Y. Yim (University of Massachusetts Lowell) • Chan Yun Yoo (Saint Joseph's University) Session 3.01c: How Consumers Perceive and React to Advertising amid AI Anxiety: Social Media Content Analysis of Apple’s ‘Crush!’ Ad Controversy TBAHayoung Sally Lim (University of Oregon) • Haseon Park (University of Minnesota - Twin Cities) • Won-Ki Moon (University of Florida) • Nathan Carpenter (University of Florida) Session 3.01d: Perceived Risk in AI Adoption: Insights on Personal and Cultural Factors Shaping Entrepreneurs’ Use of AI Technologies TBAAbdolali Mortazavi (Old Dominion University) • Faa Taheran (Old Dominion University) • Dana Amiri (Old Dominion University) Session 3.02: Personalization in Advertising TBA Session 3.02a: From Recommendation to Reaction: How Personalized Advertising Based on Friend Recommendations Shape Consumer Responses TBAWon-Ki Moon (University of Florida) • Sangwook Lee (University of Colorado Boulder) • Yuan Sun (University of Florida) • Mengqi (Maggie) Liao (University of Georgia) Session 3.02b: The Impact of Perceived Personalization and Ideal Self-Congruence with the Brand on Strengthening Brand Attachment and Ad Engagement: A LinkedIn Advertising Study TBAFresno) • Pratik Shah (California State University Session 3.02c: Personalization vs. Privacy concerns in data-driven advertising TBAEric Haley (University of Tennessee) • Kibum Youn (Kutztown University of Pennsylvania) Session 3.02d: When Personalized Ad Echoes Your Offline Conversation: The Timing Effect on Surveillance Perception of Conversation-Related Advertising TBAClaire Segijn (University of Minnesota - Twin Cities) • Jiacheng Huang (University of Minnesota - Twin Cities) • Rongjin (Jinny) Zhang (University of Minnesota - Twin Cities) Session 3.03: Special Topic Session: Taming The AI Storm With Strategies For Advertising Educators. AI Teaching Frameworks, Integrations, Assignments, Topics And Approaches. TBAKristen Sussman (Texas State University) • WooJin Kim (University of Colorado Boulder) • Yanyun (Mia) Wang (University of Colorado Boulder) • Keith Queensberry (Messiah University) • Michael Coolsen (Shippensburg University) Session 3.04: Special Topic Session: The Exhausted Educator 101 TBAHarsha Gangadharbatla (University of Colorado Boulder) • Ian Lings (Queensland University of Technology) • Anna McAlister (Endicott College) • Alice Kendrick (Southern Methodist University) • Gayle Kerr (Queensland University of Technology) • Aileen Torrance (Endicott College)

10:00am PDT

Coffee Break TBA

10:30am PDT

Session 3.05: Effects of Virtual Influencer Marketing TBA Session 3.05a: Virtual Influencers’ Emotional Voices: Effects of Voice Type and Message Appeal on Consumer Engagement and Brand Choice Behavior TBAMatthew Eastin (University of Texas at Austin) • Sitan Li (University of Tennessee) Session 3.05b: Pixels and Plots: The Narrative Impact of Virtual Influencers on Social Media Brand Endorsements TBAMatthew Eastin (University of Texas at Austin) • Jeongmin Ham (University of Florida) Session 3.05c: When Virtual (vs. Human) Celebrity Voice Matters: Interplay between Celebrity Type and Endorsing Message - Construal Level Theory Application TBASeo Jeong Heo (University of Illinois Urbana-Champaign) • Floria Yujin Lee (University of Illinois Urbana Champaign) • Se Il Park (University of Illinois Urbana Champaign) Session 3.05d: Investigating the Role of Physical Attractiveness and Capability in Virtual Agent Effectiveness in E-Commerce TBAJinhee Seo (University of Oklahoma) • Doyle Yoon (University of Oklahoma) • Seunghoo Lee (University of Oklahoma) Session 3.06: Memes and Reviews in Brand Perceptions TBA Session 3.06a: Can Memes be Leveraged to Improve Audience Response to Film Advertising Posters? The Impact of Incongruity Between Film Type and Poster Meme Type TBAHye Jin Yoon (University of Georgia) • Haoyue Xiang (University of Georgia) Session 3.06b: Capitalizing on Content: How Marketing Insiders Are Transforming Internet Memes into Branded Advertising TBAChristopher Vardeman (Towson University) Session 3.06c: Fighting Back with Memes: The Effect of Meme-based Public Service Announcements on Counter-arguing Anti-vaccine Memes Across Different Attack Types TBAHye Jin Yoon (University of Georgia) • Hanyoung Kim (University of Kentucky) • Jeong-Yeob Han (University of Georgia) • Ja Kyung Seo (University of Georgia) • Jiyoung Yeon (University of Georgia) • Youngjee Ko (Kwangwoon University) • Youngji Seo (Syracuse University) Session 3.06d: The Impact of Utilitarian Product Reviews on Brand Perception TBAEric Haley (University of Tennessee) • Matthew Pittman (University of Tennessee) • Ben Libon (University of Georgia) Session 3.07: Female Empowerment & Femvertising TBA Session 3.07a: Social Influence in Incentive-Based Femvertising: The Mediating Roles of eWOM, Brand Community Identification, and Self-Expressive Brand TBASophia Mueller (University of Miami) • Chen Chen (University of Miami) • Hui Shi (University of Miami) Session 3.07b: How Women Respond to Computer-Generated Inclusive Advertising: Advocating for Body Positivity in the Age of AI TBAQuan Xie (Southern Methodist University) • Joe Phua (Southern Methodist University) • Shivani Kosuri (Southern Methodist University) • Sidharth Muralidharan (Southern Methodist University) Session 3.07c: Empowering Ads, Empowered Responses: Unveiling the Emotional and Behavioral Impact of Femvertising in China TBAWenwen Cao (University of Minnesota - Twin Cities) • Wonsun Shin (University of Melbourne) Session 3.07d: “Let Her Talk”: Leadership Challenges for Brazilian Creative Women TBAMarta Mensa (University of North Texas) • Sophia Mueller (University of Miami) Session 3.08: Special Topics: Generative AI and the Future of Advertising Creativity: Bridging the Gap Between Academia and Industry TBAJon Irwin (Liquid Agency) • Tripp Westbrook (Firehouse Agency) • Yanyun (Mia) Wang (University of Boulder) • Linda Groendyke (Digital Insights Labs) • Weizi Liu (Texas Christian University)