Welcome to VijayKittu.com

Modeling Human-Centered Artificial Intelligence in Marketing Education

Book Chapter

Authors: Theodore Tarnanidis (International Hellenic University, Greece), Vijaya Kittu Manda (PBMEIT, India), and Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave, Portugal & UNIAG, Portugal)

DOI: https://doi.org/10.4018/979-8-3373-8357-6.ch001

Book Name: Unlocking Life Satisfaction in Digital Global Markets and Segments

ISBN: ISBN13: 9798337383576 | ISBN13 Softcover: 9798337383583 | EISBN13: 9798337383590

Publisher: IGI Global, USA

Editor(s): Theodore Tarnanidis and Vijaya Kittu Manda

Book Chapter Number: 1

Publication Date: July 1, 2026

Pages: Pages 1-16 (16 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: This chapter examines the impact of Artificial Intelligence (AI) on the future of marketing education, emphasizing the importance of life satisfaction and well-being outcomes for both students and faculty. Drawing on recent literature, the chapter proposes an evaluation framework that emphasizes life satisfaction and human well-being as central outcomes of AI-enabled marketing education. The chapter integrates Expectancy-Value Theory, Self-Determination Theory, and emerging AI-literacy research with evidence from marketing, education, and psychology journals to examine the impact of artificial intelligence on autonomy, competence, trust, and ethical judgment. In marketing education, assessing this impact is a priority. The chapter ends with the possibility that future research agendas may focus on curriculum design, faculty development, and related areas.

Keywords: Artificial Intelligence (AI), Life Satisfaction, Marketing Education, Human Well-Being

Welcome to VijayKittu.com

Modeling Human-Centered Artificial Intelligence in Marketing Education

Research works citing this work..