Behavioral Insights
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Advertising Students' Attitudes Towards AI and Their Future in The Nigerian Advertising Industry 35-51
Uka Uka Nwagbara*, Chioma Martha Obidozie, Daramfon Ime Okon, Precious Ihunanya Ukeje (Author)
Artificial intelligence (AI) is transforming the global advertising industry, altering creative processes, job roles, and workforce structures. While AI-driven tools such as ChatGPT and DALL-E enhance efficiency and campaign personalisation, concerns about job displacement and the ethical...
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Multilevel Correlates of Youth Delinquent Behaviors: An Exploratory Analysis of Socioeconomic Context, Psychological Traits, and Task-Based Neural Activation in the ABCD Study 48-70
Shervin Assari*, Alexandra Donovan (Author)
Background:Delinquent behaviors during early adolescence reflect complex interactions between individual traits, family context, neighborhood conditions, and neurobiological responses to emotional stimuli. Despite extensive research on each domain, few studies...
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Trust and Emotional Authenticity in AI-Mediated Mental Health Support in Nigeria 31-47
Uka Uka Nwagbara*, Williams Uduakubong Dennis (Author)
The exponential growth of artificial intelligence (AI) offers new opportunities for mental health support, particularly in resource-limited settings like Nigeria, where less than 10% of the population accesses adequate care. This study investigates how Nigerians informally use general-purpose...
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Understanding Nigerian Students’ Reactions to AI-Driven Health Advertising on Social Media 1-19
Ekomobong Eno Sunday*, Uka Uka Nwagbara (Author)
This qualitative study examined how Nigerian university students make sense of AI-generated health advertising on Instagram and TikTok. Using purposive sampling, twelve students took part in online semi-structured interviews. Thematic analysis showed three consistent patterns. First, most...