［傳院卓越100］韓國成均館大學Tae Hyun Baek教授專題演講：代理式 AI 時代下的消費者心理與廣告說服，活動資訊如下：
Date: June 3 | 6月3日
Time: 12:10–13:30
Location: Room 301, Journalism Building | 新聞館301
Speaker: Dr. Tae Hyun Baek
Title: Consumer Mindset and Advertising Persuasion in the Age of Agentic AI
報名網址: https://reurl.cc/DxDzRe
講者簡介：
Dr. Tae Hyun Baek現任韓國首爾成均館大學媒體與傳播學系教授。其研究領域涵蓋 AI 生成廣告、數位行銷、消費者行為、廣告心理、品牌研究，以及親社會行為等主題，為國際廣告研究領域的重要學者之一。其研究成果廣泛發表於廣告與傳播領域的頂尖國際期刊，並於 2025 年獲選為 Stanford／Elsevier 全球前 2% 科學家。目前亦擔任 Journal of Advertising Research 與 Journal of Current Issues and Research in Advertising 副主編，並為 Journal of Advertising 與 International Journal of Advertising 編委會成員。
Dr. Tae Hyun Baek is Professor in the Department of Media and Communication at Sungkyunkwan University, Seoul, Republic of Korea. He is a leading advertising scholar whose research focuses on AI-generated advertising, digital advertising, consumer behavior, advertising psychology, branding, and prosocial behavior. He has published extensively in major advertising and communication journals and was recognized as a Stanford/Elsevier World Top 2% Scientist in 2025. He also serves as Associate Editor of the Journal of Advertising Research and the Journal of Current Issues and Research in Advertising, and is on the Editorial Review Boards of the Journal of Advertising and the International Journal of Advertising.
演講說明：
本講座將探討消費者在不同傳播情境中，如何對 AI 生成廣告內容、實體 AI（如人形機器人與具身 AI 技術），以及具有人類特徵的 AI agents 產生心理反應。內容將特別關注消費者心理如何影響說服效果，以及消費者對新興 AI 傳播策略的回應。透過相關研究與案例，本講座亦將進一步討論在代理式 AI 時代下，AI 驅動廣告、消費者心理，以及人機互動的未來發展與挑戰。
The research presentation explores how consumers psychologically respond to AI-generated advertising content, physical AI such as humanoid robots and embodied AI technologies, and humanlike AI agents across diverse communication contexts. Particular attention is given to the role of consumer mindset in shaping persuasion outcomes and responses to emerging AI communication strategies. The session offers timely insights into the future of AI-driven advertising, consumer psychology, and human–robot interaction in the age of agentic AI.
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