Trust, Privacy Concerns, and Psychological Reactance in AI-Targeted Marketing: Effects on Consumer Attitudes and Behavioral Intentions
DOI:
https://doi.org/10.47067/ramss.v9i2.660Keywords:
Artificial Intelligence, AI-targeted Marketing, Trust, Privacy Concerns, Psychological Reactance, Consumer Attitudes, Behavioral Intentions, Digital MarketingAbstract
The rapid advancement of Artificial Intelligence (AI) has transformed contemporary marketing by enabling personalized advertising, predictive recommendations, and data-driven consumer engagement. Despite these technological advancements, the increasing adoption of AI-targeted marketing has generated growing concerns regarding consumer trust, privacy protection, and psychological resistance toward automated personalization. This study examined the effects of trust, privacy concerns, and psychological reactance on consumer attitudes toward AI-targeted marketing The quantitative research methodology was used with a cross sectional survey design, and data were gathered from 250 respondents from five main cities of Punjab, Pakistan, using a structured questionnaire, which had five-point Likert scale. Correlation analysis, multiple regression, analysis of variance (ANOVA), and independent samples t-test were used to analyses the collected data. The results showed that trust has a positive impact on consumer attitudes toward AI-driven marketing, while privacy concerns and psychological reactance have strong negative impacts. Moreover, there were found to be differences in consumer attitudes between gender and age groups. The results indicate that to boost consumer acceptance and the impact of AI-influenced marketing strategies, fostering consumer trust, transparency in AI-driven marketing practices, protecting consumer data, and reducing psychological resistance play key roles. The study adds to the existing literature on AI-powered marketing by offering empirical insights from the Pakistani context and practical implications for marketers and organizations aiming to create AI marketing strategies that are ethical, consumer-centric, and privacy-aware.
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