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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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)

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)

American Academy of Advertising's 2025 Annual Conference

8:30am PDT

10:30am PDT