TY - JOUR
T1 - “What Might Happen With Generative AI?” Examining the Role of Prefactual Thinking in the Cognitive Mediation Model in the Context of Emerging Technologies
AU - Fung, Timothy K. F.
AU - Leung, Ho Man
AU - Zhou, Xiyuan
AU - Zheng, Shenting
N1 - This study was supported by Hong Kong Baptist University, Research Committee, Initiation Grant—Faculty Niche Research Areas (RC-FNRA-IG/19-20/COMM/02)
Publisher Copyright:
© The Author(s) 2025
PY - 2025/8/31
Y1 - 2025/8/31
N2 - Prefactual thinking, a form of prospective mental simulation, significantly impacts individuals’ decision-making. To understand the influence of media consumption on public opinion regarding emerging technologies, this study, in the context of generative artificial intelligence (AI), examined prefactual thinking as a cognitive process of media consumption, extending the cognitive mediation model. Using quota sampling, we conducted an online survey of 1,129 Hong Kong adult residents. The findings revealed that elaborative processing was positively associated with prefactual thinking, which, in turn, influenced emotional responses. Prefactual thinking and emotional responses shaped benefit-risk perceptions, which influenced individuals’ generative AI opinion. Theoretical and practical implications were discussed.
AB - Prefactual thinking, a form of prospective mental simulation, significantly impacts individuals’ decision-making. To understand the influence of media consumption on public opinion regarding emerging technologies, this study, in the context of generative artificial intelligence (AI), examined prefactual thinking as a cognitive process of media consumption, extending the cognitive mediation model. Using quota sampling, we conducted an online survey of 1,129 Hong Kong adult residents. The findings revealed that elaborative processing was positively associated with prefactual thinking, which, in turn, influenced emotional responses. Prefactual thinking and emotional responses shaped benefit-risk perceptions, which influenced individuals’ generative AI opinion. Theoretical and practical implications were discussed.
KW - cognitive process
KW - cognitive mediation model
KW - prefactual thinking
KW - benefit and risk perceptions
KW - mental simulation
KW - public opinion
KW - artificial intelligence
KW - emerging technology
KW - media effects
UR - https://timothyfunghkbu.short.gy/NC7J1I
UR - http://www.scopus.com/inward/record.url?scp=105014628029&partnerID=8YFLogxK
U2 - 10.1177/10755470251362368
DO - 10.1177/10755470251362368
M3 - Journal article
SN - 1075-5470
JO - Science Communication
JF - Science Communication
ER -