Huszár Sándor – Bifkovics Bettina – Kisfürjesi Nóra – Hadadiné Jászay Marianna – Fehér András (2025): Üzenetek és meggyőzés: A mesterséges intelligencia iránti nyitottság mentálhigiénés kontextusban a Z-generációs felhasználók körében. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 100–114. DOI:10.62561/EMOK-2025-06

DOI

https://doi.org/10.62561/EMOK-2025-06

Authors

• Sándor, Huszár. Szegedi Tudományegyetem.
• Bettina, Bifkovics. Budapesti Corvinus Egyetem.
• Nóra, Kisfürjesi. Budapest Gazdaságtudományi Egyetem.
• Marianna, Hadainé Jászay. Budapesti Corvinus Egyetem.
• András, Fehér. Debreceni Egyetem.

Abstract

Messages and Persuasion: Openness to Artificial Intelligence in the Mental Health Context Among Generation Z

In recent years, crisis situations have heightened societal awareness of mental health. In parallel, artificial intelligence (AI) has become increasingly widespread in the creative sector, yet its applicability in mental health services remains uncertain – especially in light of the importance of human relationships. Our study aimed to explore openness to AI-based services and the underlying motivations behind it. A total of 457 participants took part in our online survey-based experiment. Respondents were shown static visual advertisements that combined three types of services (in-person consultation, app-based solution, and AI-based solution) with three types of motivational messages (emotion regulation, career, self-awareness). Participants’ mental well-being (measured using the WHO Well-Being Index), AI usage habits, and trust and perceived credibility of the services were assessed using validated scales. The results show that of the mental health services surveyed, the AI mentor (AI-driven expert avatar) was the least trusted by Generation Z respondents. The credibility of the AI mentoring service and the willingness to use it also lagged behind the face-to-face consultation and the mobile phone app. Furthermore, different message types based on motivation yielded different results for all three mental health services studied. The results of our research provide guidance for differentiating communication messages of mental health services, including AI-supported services, based on motivation.

mental health services experiment mental well-being artificial intelligence

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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