“What Might Happen With Generative AI?” Examining the Role of Prefactual Thinking in the Cognitive Mediation Model in the Context of Emerging Technologies

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.