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GPT and CLT: The impact of ChatGPT's level of abstraction on consumer recommendations

Samuel N. Kirshner

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

Abstract: This study explores how ChatGPT interprets information through the lens of Construal Level Theory (CLT). The findings show that ChatGPT exhibits an abstraction bias, generating responses consistent with a high-level construal. This abstraction bias results in ChatGPT prioritising high-level construal features (e.g., desirability) over low-level construal features (e.g., feasibility) in consumer evaluation scenarios. Thus, ChatGPT recommendations differ significantly from traditional results based on human decision-making. Applying CLT concepts to large language models provides essential insights into how consumer behaviour may evolve with the increasing prevalence and capability of AI and offers many promising avenues for future research.

Keywords: ChatGPT; Construal level theory; Consumer recommendations; LLMs; Bard (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003314

DOI: 10.1016/j.jretconser.2023.103580

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