Decisions With ChatGPT: Re-examining Choice Overload in ChatGPT Recommendations
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Journal Article
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Elsevier BV
Abstract
This research examines how individuals respond differently to recommendation options generated by ChatGPT, an AI-powered language model, in five studies. In contrast to previous research on choice overload, Studies 1 and 2 demonstrate that people tend to respond positively to a large number of recommendation options (60 options), revealing diverse consumer perceptions of AI-generated recommendations. Studies 3 and 4 further illustrate the moderating effect of recommendation agents and indicate that choice overload elicits distinct patterns of consumer reactions depending on whether the recommendations are from a human or AI agent. Lastly, Study 5 directly measures consumer preferences for recommendation agents, revealing a general preference for ChatGPT, particularly when a large number of options are available. These findings have significant implications for recommendation system design and user preferences regarding AI-powered recommendations.Description
Source
Journal of Retailing and Consumer Services, ISSN: 0969-6989 (Print), Elsevier BV, 75, 103494-103494. doi: 10.1016/j.jretconser.2023.103494