What is it about?
This article report results of a randomized online experiment with U.S. participants, which investigates the relationships between consumption values (functional, emotional, epistemic, social, and conditional) and customer satisfaction with ChatGPT generated product recommendations.
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Why is it important?
The findings indicate that, except for social value, all value dimensions are strongly linked to greater levels of satisfaction; the most significant correlation is found for functional value.
Perspectives
This study offers practical insights for shops and digital platforms aiming to use generative AI in consumer-oriented offerings. The findings suggest that ChatGPT-like systems should not be deployed as one-size-fits-all recommendation engines; instead, they should be fine-tuned to recognize and respond to domain-specific value signals. For instance, when recommending experiential products, AI systems could be optimized to emphasize emotional and social cues, while recommendations for functional products should foreground reliability and task efficiency.
Dr. Jing Jian Xiao
University of Rhode Island
Read the Original
This page is a summary of: Can ChatGPT relate to you? Exploring consumer satisfaction with AI-generated product advice through the lens of consumption values, Journal of Retailing and Consumer Services, January 2026, Elsevier,
DOI: 10.1016/j.jretconser.2025.104496.
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