The Effect of Age Cues From <scp>AI</scp> Product Users on Consumer Perceptions of Product Innovation and the Downstream Consequences

ABSTRACT This article is valuable to academia for its thorough examination of how age‐related consumer perceptions affect the marketing of AI products. It addresses a significant gap in the literature by revealing that AI products aimed at older users are perceived as more innovative. This insight can transform marketing strategies for various demographic segments. The five studies provide strong evidence, improving the reliability of the findings. They enhance understanding of how factors influence consumer evaluations of AI products and offer valuable insights for marketers. It demonstrates that age cues positively influence consumers' perceptions of product innovation and their ad click behavior. This effect is driven by the underlying mechanisms of perceived cognitive discomfort and inferred firm competence. This study aids scholars and practitioners in aligning product presentation with consumer expectations across age groups. It enhances consumer behavior research by examining the links between aging, technology perceptions, and marketing effectiveness while promoting further exploration of demographic impacts on decision‐making in a digital environment.