Section A — Screening & Prerequisites
Note to participants: We will show you four different versions of what advertising in ChatGPT could look like. These mockups are prototypes — not a live product. Please evaluate each version immediately after viewing it.
Q1How often do you use ChatGPT or similar AI chatbots?
Please select an answer to continue.
Section A — Screening & Prerequisites
Q2Advertising in digital platforms is generally acceptable.
Strongly disagreeStrongly agree
Please select a value to continue.
Q3In general, advertising provides useful information.
Strongly disagreeStrongly agree
Please select a value to continue.
Q4How would you rate your overall familiarity with AI tools and systems?
Not familiar at allVery familiar
Please select a value to continue.
Q5What do you mainly use ChatGPT for?
Multiple answers possible.
Please select at least one answer.
Q6Which ChatGPT plan do you mainly use as your primary subscription?
Please select an answer to continue.
Q7How long have you been using ChatGPT or similar AI chatbots?
Please select an answer to continue.
Q8Have you ever received a product recommendation from ChatGPT and then researched or purchased that product?
Please select an answer to continue.
Section C — Overall Format Comparison
Q9Which of the four ad formats do you find most acceptable overall?
Please select one answer only.
Please select an answer to continue.
Q10Which format would most likely lead you to click on the ad?
Please select an answer to continue.
Q11Which format would most strongly undermine your trust in ChatGPT?
Please select an answer to continue.
Q12How strongly do you agree with the following statements?
1 = strongly disagree · 5 = strongly agree
| 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|
| Advertising in ChatGPT is fundamentally unacceptable, regardless of format. | |||||
| If advertising is clearly labelled, it can be acceptable in ChatGPT. | |||||
| I would use ChatGPT less frequently if it contained advertising. | |||||
| I am currently completing this survey and reading each question carefully. Please select option 2 to confirm. | |||||
| I would be willing to pay a monthly fee to use ChatGPT ad-free. |
Please answer all statements to continue.
Q13What is the single most important factor that would make advertising in ChatGPT acceptable to you?
Open answer — optional.
Section D — Closing & Demographics
Q14Your age:
Please select an answer to continue.
Q15Your gender:
Please select an answer to continue.
Q16Your country of residence:
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Q17Your professional background:
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Thank you for your participation!
Your responses contribute to developing evidence-based recommendations for advertisers and users alike.
Linkfloyd & Institute of Financial Services Zug (IFZ)
Lucerne University of Applied Sciences and Arts
Lucerne University of Applied Sciences and Arts
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Thank you for your interest.
This study is designed for active ChatGPT users. Since you indicated that you do not currently use ChatGPT or similar AI chatbots, you do not meet the eligibility criteria for this survey.
We appreciate your time and willingness to participate.
Linkfloyd & Institute of Financial Services Zug (IFZ)
Lucerne University of Applied Sciences and Arts
Lucerne University of Applied Sciences and Arts