---
id: "entity-gil-appel"
type: "entity"
source_timestamps: ["byline", "Readers Also Viewed These Items"]
tags: ["author", "academic", "speaker"]
related: ["concept-ai-receptivity-paradox", "entity-journal-of-marketing", "entity-org-gw-trustworthy-ai-initiative"]
entityType: "person"
canonicalName: "Gil Appel"
aliases: ["Appel"]
speakers: ["Gil Appel"]
sources: ["adoption"]
isSpeakerEntity: true
---
## Segment 9 — adoption

## Article 39 — a039

# Gil Appel

**Gil Appel** — Assistant Professor of Marketing at the **George Washington University School of Business**, focusing on digital innovations and their consumer impact. Co-author of the research on the [[concept-ai-receptivity-paradox]].

**Role in this source:** One of three co-authors of the byline article and the underlying [[entity-journal-of-marketing]] paper. His work at GW is the subject of a feature by the [[entity-org-gw-trustworthy-ai-initiative]].

**Attributed contributions in this vault** (jointly authored with [[entity-chiara-longoni]] and [[entity-stephanie-m-tully]]):
- The empirical claims [[claim-low-literacy-adoption]], [[claim-low-literacy-perception]], [[claim-creative-task-gap]], [[claim-logical-task-reversal]].
- The concepts [[concept-ai-magic-effect]], [[concept-ai-demystification]], [[concept-task-domain-moderation]] and the [[framework-literacy-tailored-ai-strategy]].
- The quotations [[quote-paradox-discovery]], [[quote-perception-vs-usage]], [[quote-magic-trick]], [[quote-challenging-adoption-assumptions]].

> **Enrichment:** The [[entity-org-gw-trustworthy-ai-initiative]] elaborated the magic-trick mechanism and the anthropomorphism angle in its coverage of Appel's work. Canonical reference: GW School of Business faculty page.