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"This lower literacy-greater receptivity link is not explained by differences in perceptions of AI’s capability, ethicality, or feared impact on humanity. Instead, this link occurs because people with lower AI literacy are more likely to perceive AI as magical and experience feelings of awe in the face of AI’s execution of tasks that seem to require uniquely human attributes. 

"In line with this theorizing, the lower literacy-higher receptivity link is mediated by perceptions of AI as magical and is moderated among tasks not assumed to require distinctly human attributes. 

"These findings suggest that companies may benefit from shifting their marketing efforts and product development towards consumers with lower AI literacy. 

"Additionally, efforts to demystify AI may inadvertently reduce its appeal, indicating that maintaining an aura of magic around AI could be beneficial for adoption." 


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