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

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aut.relation.articlenumber103494
aut.relation.endpage103494
aut.relation.journalJournal of Retailing and Consumer Services
aut.relation.startpage103494
aut.relation.volume75
dc.contributor.authorKim, J
dc.contributor.authorKim, JH
dc.contributor.authorKim, C
dc.contributor.authorPark, J
dc.date.accessioned2023-08-01T00:17:47Z
dc.date.available2023-08-01T00:17:47Z
dc.date.issued2023-07-13
dc.description.abstractThis 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.
dc.identifier.citationJournal of Retailing and Consumer Services, ISSN: 0969-6989 (Print), Elsevier BV, 75, 103494-103494. doi: 10.1016/j.jretconser.2023.103494
dc.identifier.doi10.1016/j.jretconser.2023.103494
dc.identifier.issn0969-6989
dc.identifier.urihttp://hdl.handle.net/10292/16480
dc.languageen
dc.publisherElsevier BV
dc.relation.urihttps://www.sciencedirect.com/science/article/pii/S0969698923002412
dc.rights.accessrightsOpenAccess
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3506 Marketing
dc.subject1503 Business and Management
dc.subject1505 Marketing
dc.subject1506 Tourism
dc.subjectMarketing
dc.subject3504 Commercial services
dc.subject3507 Strategy, management and organisational behaviour
dc.subject3509 Transportation, logistics and supply chains
dc.titleDecisions With ChatGPT: Re-examining Choice Overload in ChatGPT Recommendations
dc.typeJournal Article
pubs.elements-id517998
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