Decisions With ChatGPT: Re-examining Choice Overload in ChatGPT Recommendations

Date
2023-07-13
Authors
Kim, J
Kim, JH
Kim, C
Park, J
Supervisor
Item type
Journal Article
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
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
Keywords
35 Commerce, Management, Tourism and Services , 3506 Marketing , 1503 Business and Management , 1505 Marketing , 1506 Tourism , Marketing , 3504 Commercial services , 3507 Strategy, management and organisational behaviour , 3509 Transportation, logistics and supply chains
Source
Journal of Retailing and Consumer Services, ISSN: 0969-6989 (Print), Elsevier BV, 75, 103494-103494. doi: 10.1016/j.jretconser.2023.103494
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