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<p>Artificial intelligence is increasingly used to design cultural and creative products, yet consumer acceptance varies considerably. Personality traits may play a key role in shaping these responses, but research has not examined how nostalgia proneness — an individual’s dispositional tendency to long for the past — influences attitudes toward AI-designed cultural products. This study investigated whether nostalgia proneness predicts lower acceptance of such products through reduced perceived authenticity, and whether need for uniqueness moderates this indirect pathway A cross-sectional survey was conducted with 291 Chinese university students. Participants viewed images of museum cultural products explicitly labeled as AI-designed and completed measures of nostalgia proneness (Southampton Nostalgia Scale, 7 items), perceived authenticity (8 items), need for uniqueness (8 items), and acceptance of AI-designed cultural products (5 items). A moderated mediation model (PROCESS Model 14) was tested using bias-corrected bootstrap confidence intervals with 5,000 resamples. Nostalgia proneness negatively predicted acceptance of AI-designed cultural products (B = − 0.29, <i>p</i> &lt; 0.001). Perceived authenticity partially mediated this relationship; the indirect effect was significant (ab = − 0.129, 95% CI [− 0.198, − 0.071]), accounting for 44.6% of the total effect. Need for uniqueness moderated the second stage of the mediation path: the positive effect of perceived authenticity on acceptance was stronger among individuals with low need for uniqueness (B = 0.50) than among those with high need for uniqueness (B = 0.22). The index of moderated mediation was significant (index = 0.061, 95% CI [0.013, 0.124]), confirming that the negative indirect effect was attenuated as need for uniqueness increased. Consumers higher in nostalgia proneness are less accepting of AI-designed cultural products, largely because they perceive such products as less authentic. However, this negative pathway is attenuated among consumers with a stronger need for uniqueness, who are less reliant on authenticity judgments when evaluating AI-designed offerings. These findings extend nostalgia psychology to the domain of AI acceptance and provide actionable insights for culturally sensitive AI product marketing strategies.</p>

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Nostalgia proneness and acceptance of AI-designed cultural products: the mediating role of perceived authenticity and the moderating role of need for uniqueness

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年5月9日

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  • Hua Jia,
  • Pinmeng Zhou,
  • YongLi Wang

摘要

Artificial intelligence is increasingly used to design cultural and creative products, yet consumer acceptance varies considerably. Personality traits may play a key role in shaping these responses, but research has not examined how nostalgia proneness — an individual’s dispositional tendency to long for the past — influences attitudes toward AI-designed cultural products. This study investigated whether nostalgia proneness predicts lower acceptance of such products through reduced perceived authenticity, and whether need for uniqueness moderates this indirect pathway A cross-sectional survey was conducted with 291 Chinese university students. Participants viewed images of museum cultural products explicitly labeled as AI-designed and completed measures of nostalgia proneness (Southampton Nostalgia Scale, 7 items), perceived authenticity (8 items), need for uniqueness (8 items), and acceptance of AI-designed cultural products (5 items). A moderated mediation model (PROCESS Model 14) was tested using bias-corrected bootstrap confidence intervals with 5,000 resamples. Nostalgia proneness negatively predicted acceptance of AI-designed cultural products (B = − 0.29, p < 0.001). Perceived authenticity partially mediated this relationship; the indirect effect was significant (ab = − 0.129, 95% CI [− 0.198, − 0.071]), accounting for 44.6% of the total effect. Need for uniqueness moderated the second stage of the mediation path: the positive effect of perceived authenticity on acceptance was stronger among individuals with low need for uniqueness (B = 0.50) than among those with high need for uniqueness (B = 0.22). The index of moderated mediation was significant (index = 0.061, 95% CI [0.013, 0.124]), confirming that the negative indirect effect was attenuated as need for uniqueness increased. Consumers higher in nostalgia proneness are less accepting of AI-designed cultural products, largely because they perceive such products as less authentic. However, this negative pathway is attenuated among consumers with a stronger need for uniqueness, who are less reliant on authenticity judgments when evaluating AI-designed offerings. These findings extend nostalgia psychology to the domain of AI acceptance and provide actionable insights for culturally sensitive AI product marketing strategies.