AI and conventional marketing images + Human ratings for AIDA, brand dimensions, and other metrics

Creators:

Mark Heitmann, Tijmen P. J. Jansen, Martin Reisenbichler, and David A. Schweidel

Publication Date:

19.11.2025

Data Category:

Dataset Description:

This dataset includes participant-level ratings, or conventional and AI-generated marketing images gathered in the research paper "Picture Perfect: Engaging Customers with Visual Generative AI (https://doi.org/10.1177/00222429251356993). It encompasses 39,040 rows with ratings on variables such as AIDA, brand dimensions Rugged and Luxury, aesthetic scores measured by the LAION Aesthetic Predictor, fluency, utilitarian and hedonic perception, and perceived humor. Additionally, all images are numbered by a unique identifier and, if available, a link to the image as well as brand and product information.

Variables:

image	Numerical or character representation for or AI-generated advertisement
image_url	URL to the image.
car_brand	The brand of the car in the ad.
car_body_type	The car body type of the car in the ad.
exp_code	Experiment code denoting the experiment related to the data: - ex1p – AIDA ratings gathered for several actual market competitor ads. - ex1m - AIDA ratings gathered for several actual market competitor ads, ads from the vocal brand and ads AI-generated ads. - ex2m – AIDA, ruggedness, and luxury ratings gathered for several actual market competitor ads, ads from the vocal brand and AI-generated ads. - ex4m - AIDA, ruggedness, and luxury ratings gathered for several actual market competitor ads, ads from the vocal brand and AI-generated ads from several benchmark models. - ex4aes – Aesthetic ratings for all ads measured by LAION aesthic-predictor for several actual market competitor ads, ads from the vocal brand and AI-generated ads from several benchmark models. - ex5m – AIDA ratings gathered for several actual market competitor ads, ads from the vocal brand and AI-generated ads from several benchmark models. - ex6p - AIDA ratings gathered for several actual market competitor sunscreen ads. - ex6m - AIDA ratings gathered for several actual market competitor sunscreen ads, sunscreen ads from the vocal brand and AI-generated sunscreen ads. - ex7m - AIDA, utilitarian, and hedonic ratings gathered for original and AI-generated Smart and Polestar car ads - exdisflu – Fluency ratings gathered for all actual market competitor car ads, car ads from the vocal brands and AI-generated car ads. - exdishump – AIDA and humor ratings gathered for several actual market competitor ads and ads from the vocal dog dental care brand. - exdishum - AIDA and humor ratings gathered for several actual market competitor ads, ads from the vocal dog dental care brand, and AI-generated ads. For further information on the experiments, see: Heitmann, M., Jansen, T. P. J., Reisenbichler, M., & Schweidel, D. A. (2025). EXPRESS: Picture Perfect: Engaging Customers with Visual Generative AI. Journal of Marketing, 0(ja). https://doi.org/10.1177/00222429251356993
product_cat	The product category of the ads (cars, sunscreen, dog dental care).
attention	Attention score measured in a survey on a 1-7 scale. “This advertisement would stand out in comparison to other advertisements.”
interest	Interest score measured in a survey on a 1-7 scale. “I find the product in this advertising interesting.”
desire	Desire score measured in a survey on a 1-7 scale. “I like the product in this advertisement.”
activation	Activation score measured in a survey on a 1-7 scale. “If I were in the market for a car right now, I would consider buying the car in this advertisement.”
rugged	Rugged score measured in a survey on a 1-7 scale. “This advertisement looks rugged to me.”
luxury	Luxury score measured in a survey on a 1-7 scale. “This advertisement looks luxurious to me.”
aesthetics	Aesthetic score of the images measured via LAION aesthetic-predictor
fluency	Fluency score measured in a survey on a 1-7 scale. “The process of studying this advertisement was…” 1 - very difficult, 7 - very easy
utilitarian	Utilitarian score measured in a survey on a 1-7 scale.
hedonic	Hedonic score measured in a survey on a 1-7 scale.
humor	Humor score measured in a survey on a 1-7 scale.

Details:

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