Jincheng Zhang, Consumer Behavior Theory in the Era of Generative AI - PhilArchive
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Generative AI is quietly dismantling the "rational consumer" myth — and this paper explains what decision-making theory looks like when an algorithm does your thinking for you.
Bounded RationalityChoice ArchitectureInformation Processing TheoryHuman-Computer Interaction
Theory Briefing
- Traditional consumer behavior theory assumes humans actively search for information before making rational decisions — AI now short-circuits that entire process.
- Generative AI acts as a cognitive intermediary, raising new questions about agency, autonomy, and who is really 'deciding' in a purchase.
- Zhang argues existing frameworks must be rebuilt for an AI-mediated world where preference formation and choice architecture are algorithmically shaped.