Persuasive Power of Emotive AI: A Moderated–Mediation Model of Consumer Well-Being via Enjoyment and Autonomy
Hrithvik Bhardwaj, Dheeraj Sharma · Journal of Interactive Advertising · 2026
The primary purpose of this paper is to examine how emotive artificial intelligence (AI) persuasion agents shape consumer well-being in advertising and brand communication. Prior research has emphasized efficiency and personalization, yet little is known about the psychological effects of emotive AI, especially under persistent persuasion. To address this gap, we tested a moderated mediation model across four experiments. Results showed that emotive AI improves well-being via perceived enjoyment and autonomy, with autonomy as the stronger pathway. Attachment-framed emotive AI responses moderated these effects: security-oriented AI responses enhanced well-being, whereas anxiety-oriented responses reduced it. Privacy fatigue weakened both pathways, whereas mind perception strengthened outcomes but shifted the emphasis from autonomy toward enjoyment. By identifying both benefits and risks, this study advances theory on AI persuasion and offers guidance for designing emotionally adaptive, privacy-conscious, consumer-centered systems that balance influence with psychological health.