IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v53y2025i3d10.1007_s11747-025-01097-2.html
   My bibliography  Save this article

A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence

Author

Listed:
  • Kiwoong Yoo

    (Haslam College of Business, University of Tennessee)

  • Michael Haenlein

    (ESCP Business School
    University of Liverpool Management School, University of Liverpool)

  • Kelly Hewett

    (Colorado State University)

Abstract

Integrating generative artificial intelligence (AI), particularly large multimodal models (LMMs) like ChatGPT, into the research process offers significant opportunities for marketing scholars. This manuscript provides a field guide into the potential advantages and possible limitations of using LMMs in different stages of consumer research, including idea generation, theory development, pretesting and pilot testing, data collection for experimental designs, data analysis, and reporting. We illustrate LMMs’ capabilities by replicating the consumer research stages of 35 articles from five marketing journals using ChatGPT-4o. Our findings suggest that LMMs enhance the efficiency and effectiveness of consumer research, though their performance varies across stages. LMMs excel in developing theoretical frameworks and collecting data for experimental designs, offer moderate support for idea generation, pre-/pilot testing, and reporting but perform less effectively in data analysis (e.g., silicon sampling). This manuscript underscores generative AI’s potential in consumer research and calls for further exploration into ethical guidelines and best practices to ensure high-quality work.

Suggested Citation

  • Kiwoong Yoo & Michael Haenlein & Kelly Hewett, 2025. "A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 723-759, May.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:3:d:10.1007_s11747-025-01097-2
    DOI: 10.1007/s11747-025-01097-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-025-01097-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-025-01097-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:53:y:2025:i:3:d:10.1007_s11747-025-01097-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.