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The effort heuristic in the generative age: Why consumers aesthetically appreciate AI art but refuse to pay

Author:

Hai-hua Hu,Yijia Xu,Jiarui Hong,Sitong Chen,Xinyang Hou,Jiayu Su,Jingjing Tao

Publication:

Journal of Retailing and Consumer Services

Publisher:

Elsevier

Date:

June 2026

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