With generative AI search, consumers pose questions in their own terms, rather than trying to guess about keywords based on categories, products and brands. Better matches increase sales, but to ensure continued relevance, companies must focus less on keywords and more on how consumers think about “jobs to be done.”
Analyzes a field experiment with over six million customers of a Chinese online retailer to determine how generative AI search affects sales and consumer decision making
Interactive prompting of GenAI can yield valuable personalization but may also raise privacy concerns. Enhancing users’ prompt literacy and understanding of how their personal data is used can increase their self-investment and sense of psychological ownership of GenAI results, increasing perceived benefits and privacy value while attenuating perceived privacy risks.
Analyzes a qualitative field study and lab experiments to determine how prompt literacy drives self-investment in GenAI interactions and psychological ownership of results that enhance perceived value and reduce perceived privacy risks.
As an alternative to regulation, social media platforms may police their own content. Social influencers may do the same to maintain their reputation and desired followers. Self-regulation of online gambling can achieve these goals but may also have spillover effects, deterring less engaged followers while not reducing traffic to banned sites.
To test the effects of self-regulation, this study uses a difference-in-differences approach with a panel of 6,000 streamers to analyze the impact of a livestreaming platform’s ban on promotion of unlicensed online gambling sites.
With choices, too much of a good thing can be overwhelming. Rotational variety—holding some items constant while varying others over time—offers choice while adding fun to the process, encouraging repeat consumption. This strategy is particularly effective in high-frequency, hedonic categories such as food, beverage, fitness, and digital content.
Analyzes online experiments, a field study, and consumer reviews to demonstrate that varying some options over time while holding others constant can increase the fun of consumer decision making and encourage repeat consumption.