Marketing prof at USCMarshall & visiting scholar
at the Federal Reserve Bank of Philadelphia's CFI in Philly. Researching consumer finances, experiences, and dabbling in AI.
Steph Tully
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Open access paper is available here: academic.oup.com/jcr/advance-...
We are incredibly grateful to our entire review team at Journal of Consumer Research, and to Jacob (Yanco) Goldenberg (Editor) and Stefano Puntoni (Associate Editor) in particular. (7/7)
Steph Tully
Because disclosures reduce engagement — and engagement drives monetization and algorithmic reach — creators face a real incentive to hide or downplay their AI use. If creators find ways to subvert their AI usage, policies designed to create transparency may inadvertently undermine it. (5/7)
It's also not general disliking of AI, or concern for artificiality and things that are altered or edited. Telling people what effect was added with AI, even if it is relatively minor doesn't mitigate engagement reduction. (3/7)
AI disclosure labels reduce engagement. But the reason why is where it gets interesting. We found that it's not because content with the AIGC label is objectively worse quality. Moreover, the AI disclosure quality doesn't change people's perceptions of quality. (2/7)
Instead, the AI disclosures change people's parasocial connection — those one-sided emotional bonds we form with creators we follow. It is this reduced parasocial connection that explains lower engagement. (4/7)
This paper shows that psychological ownership drives willingness to use debt to fund purchases & explains people’s likelihood of using high interest financing options like credit cards even when other lower interest financing is available: journals.sagepub.com/doi/abs/10.1...
Sometimes work is hard and sometimes it’s fun. Today I got to celebrate with Steve Carney and Ignacio Riveros - 2 great USC PhD students I’ve been lucky to work with - as our paper got accepted to the Journal of Consumer Research! & just in time for Ignacio to graduate and head to a job at Meta!
Our paper quantifies the potential impact of disclosures on a platform level and discusses how disclosures can be designed to mitigate engagement differences and other policy implications. (6/7)
Might AI disclosures that are meant to increase transparency exacerbate the potential for misinformation?
In new work with Steve Carney and Ignacio Riveros, we analyze engagement data from TikTok after the platform introduced its AI-generated content (AIGC) disclosure policy. 🧵 (1/7)
Steph Tully
I am excited and honored that our paper “Psychological Ownership of (Borrowed) Money” has been selected as a finalist for the Journal of Marketing Research’s Weitz-Winer-O’Dell award for long term impact! Love the project and working with @eeshasharma.bsky.social and Cindy Cryder
Steph Tully
Steph Tully
Steph Tully
Steph Tully
Steph Tully
Steph Tully
Steph Tully
Steph Tully
academic.oup.com
Abstract. Social media shapes how people connect, communicate and consume information. As generative artificial intelligence (AI) becomes an increasingly c
