Date of Award

8-2024

Document Type

Thesis

Degree Name

Master of Arts (MA)

College/School

College of Humanities and Social Sciences

Department/Program

Psychology

Thesis Sponsor/Dissertation Chair/Project Chair

Kevin Askew

Committee Member

Michael Bixter

Committee Member

Cheryl Gray

Abstract

Artificial Intelligence (AI) can create art which earlier was restricted to humans. This involvement of AI in creating art poses risks of automation for the arts and design industry. One way with which artists can respond to this threat is to engage in proactive coping behavior and learn to use generative AI (GAI) for their work. Using an expanded version of Theory of Planned Behavior, this study looked at the predictors of graphic designer’s intentions to learn how to use GAI for art and design work. It was hypothesized that attitudes, social norms, perceived behavioral control and automation awareness would be predictors of intention to learn GAI for art and design. An online questionnaire was developed and the final sample size consisted of 119 graphic designers. As hypothesized attitude, subjective norms and perceived behavioral control were significant predictors of intentions to learn how to use GAI, while automation awareness was not a significant predictor of intentions. The findings of this study provide an understanding of graphic designers’ decision making towards learning GAI.

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