Decisions with ChatGPT: Reexamining choice overload in ChatGPT recommendations

Jungkeun Kim, Jeong Hyun Kim, Changju Kim and Jooyoung Park

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

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.

Keywords: AI versus human recommendations; Artificial intelligence; ChatGPT; Choice overload; Recommendation agents (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002412

DOI: 10.1016/j.jretconser.2023.103494

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