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.
File Format
Recommended Citation
Bajwa, Navrose, "Examining the Theory of Planned Behavior as an Explanation for Why Some Creatives Learn to use Generative AI Tools" (2024). Theses, Dissertations and Culminating Projects. 1437.
https://digitalcommons.montclair.edu/etd/1437
Included in
Artificial Intelligence and Robotics Commons, Graphic Design Commons, Psychology Commons