Decisions with ChatGPT: Reexamining choice overload in ChatGPT recommendations |
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Institution: | 1. Department of Marketing, Auckland University of Technology, 120 Mayoral Drive, Auckland, 1010, New Zealand;2. Smart Tourism Research Center, Kyung Hee University, Kyung Hee Dearo 26, Seoul, Republic of Korea;3. College of Business Administration, Ritsumeikan University, 2-150 Iwakura, Ibaraki, Osaka, 567-8570, Japan;4. Peking University HSBC Business School University Town, Nanshan District, Shenzhen, 518055, China |
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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. |
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Keywords: | AI versus human recommendations Artificial intelligence ChatGPT Choice overload Recommendation agents |
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