AI disclosure harmed trust and ad attitudes most when service advertising depicted intangible or human attributes, while tangible backgrounds largely avoided the penalty.

What this does not establish

Service-ad experiments, not long-term brand relationship, sales or retention.

Counterevidence & uncertainty

An official corrigendum corrected missing minus signs in mediation values; text direction was unchanged.

What would change the reading

Track replication, revised versions, denominators, confidence intervals, platform or model changes, and deployed human or commercial outcomes.

Primary routes

1. ADTO-S010https://doi.org/10.1016/j.jretconser.2025.104231Open source record →