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Consumer Behavior Theory in the Era of Generative AI

Author

Listed:
  • Zhang, Jincheng

Abstract

With the rapid development of generative AI, traditional consumer behavior theories centered on "information search-rational decision-making" are undergoing structural changes. Consumers no longer rely solely on static information platforms but engage in interactive dialogue with generative AI, completing needs identification, solution generation, and decision optimization with the support of dynamically generated content. This paper proposes a "Generative AI-Driven Interactive Consumer Behavior Model" (GAIBB) based on the integration of classic consumer behavior theories (such as the Theory of Rational Behavior, the Theory of Planned Behavior, and the Theory of Experiential Consumption). This model emphasizes three mechanisms: "co-creation decision-making," "generative recommendation," and "instant feedback loop," explaining how AI reshapes consumers' cognitive paths and purchasing behavior. The research further indicates that generative AI is driving a shift in consumer behavior from "information acquisition" to "co-creation of cognition," and reconstructing the power structure between platforms, brands, and users.

Suggested Citation

  • Zhang, Jincheng, 2026. "Consumer Behavior Theory in the Era of Generative AI," MPRA Paper 129360, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:129360
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    References listed on IDEAS

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    1. Liying Qiu & Yan Huang & Param Vir Singh & Kannan Srinivasan, 2025. "Personalization, Consumer Search, and Algorithmic Pricing," Marketing Science, INFORMS, vol. 44(6), pages 1278-1298, November.
    2. Veda C. Storey & Wei Thoo Yue & J. Leon Zhao & Roman Lukyanenko, 2025. "Generative Artificial Intelligence: Evolving Technology, Growing Societal Impact, and Opportunities for Information Systems Research," Information Systems Frontiers, Springer, vol. 27(5), pages 2081-2102, October.
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    More about this item

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    JEL classification:

    • B4 - Schools of Economic Thought and Methodology - - Economic Methodology
    • B41 - Schools of Economic Thought and Methodology - - Economic Methodology - - - Economic Methodology
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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