Kim, JKim, JHKim, CPark, J2023-08-012023-08-012023-07-13Journal of Retailing and Consumer Services, ISSN: 0969-6989 (Print), Elsevier BV, 75, 103494-103494. doi: 10.1016/j.jretconser.2023.1034940969-6989http://hdl.handle.net/10292/16480This 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.http://creativecommons.org/licenses/by/4.0/35 Commerce, Management, Tourism and Services3506 Marketing1503 Business and Management1505 Marketing1506 TourismMarketing3504 Commercial services3507 Strategy, management and organisational behaviour3509 Transportation, logistics and supply chainsJournal ArticleOpenAccess10.1016/j.jretconser.2023.103494