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Evaluating the Perceived Credibility and Authenticity of AI-generated Consumer Insights in strategic decision-making

This survey forms part of an MSc dissertation at the university of Glasgow Adam Smith Business School. It will take approximately 5-10 minutes to complete. All responses are anonymous and will be used exclusively for academic research purposes. Participation is voluntary, and you may withdraw at any point.
Part 1: Background Information
1.How many years of experience do you hold in a marketing management role?
2.Which of the following descriptions best matches your current seniority level?
3.Do you use consumer insight to inform strategic marketing decisions?
4.How often do you use consumer insight to inform strategic marketing decisions?
Never
Rarely
Sometimes
Often
Always
5.Have you ever encountered or used AI-generated content in your work?
Part 2: Authentic Consumer Insight
The next two questions ask about your perceptions of human researcher generated insights versus insights generated by AI agents. Please rate your agreement with each statement on a scale of 1 to 5, where 1 = strongly disagree and 5= strongly agree.
*Adopted from Bruhn et al. (2012) brand authenticity scale*
6.Human-generated insight ____.
1
2
3
4
5
Feels genuine and reflective of real consumer experience
Feels consistent with how I understand consumers to behave
Feels reliable as a basis for strategic decision making
Feels like a natural representation of consumer reality
Feels original and not artificially constructed
7.AI-generated insight ____.
1
2
3
4
5
Feels genuine and reflective of real consumer experience
Feels consistent with how I understand consumers to behave
Feels reliable as a basis for strategic decision making
Feels like a natural representation of consumer reality
Feels original and not artificially constructed
Part 3: Source Credibility
The next two questions ask about your perceptions of the credibility of human versus AI sources of consumer insight. Please rate your agreement with each statement on a scale of 1 to 5, where 1 = strongly disagree and 5= strongly agree.
*Adopted from Ohanian (1990) source credibility scale*
8.When consumer insight is generated by a human researcher, I believe the source ____.
1
2
3
4
5
Is trustworthy
Is honest in how it represents consumer behaviour
Is dependable as a basis for decision-making
Has the expertise to generate meaningful insight
Has the knowledge required to understand consumer behaviour accurately
9.When consumer insight is generated by an AI agent, I believe the source ____.
1
2
3
4
5
Feels genuine and reflective of real consumer experience
Feels consistent with how I understand consumers to behave
Feels reliable as a basis for strategic decision making
Feels like a natural representation of consumer reality
Feels original and not artificially constructed
Part 4: Adoption Willingness
The next questions ask about your willingness of acting on consumer insight depending on its source. Please rate your agreement with each statement on a scale of 1 to 5, where 1 = strongly disagree and 5= strongly agree.
*Adapted from Davis (1989) Technology Acceptance Model, trust- extended following Gefen et al. (2003)*
10.I would be willing to use human-generated consumer insight to inform a strategic marketing decision
1
2
3
4
5
Part 5: Open-Ended Questions
Please answer the following questions in your own words. There are no right or wrong answers, your professional opinion is what matters.
11.In your own words, how do you evaluate whether a source of consumer insight is trustworthy?
Thank you for completing this survey! It would help enormously if you could forward this survey to one or two colleagues or contacts who also work in marketing management.

Your responses will contribute to academic research into how marketing professionals evaluate AI-generated consumer insight. All data is held anonymously and securely in accordance with GDPR requirements.