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How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy

Mogaji, Emmanuel; Jain, Varsha

Authors

Varsha Jain



Abstract

This article sheds light on the profound impact of technology on consumer behavior, specifically focusing on the rise of generative AI tools. It highlights how these advancements have revolutionized consumer engagement, purchase decision‐making, and technology interaction. The article underscores the transformative potential of generative AI in shaping consumer behavior through personalized recommendations and interactive shopping experiences. It emphasizes the need for continued research and exploration to comprehend and effectively navigate the ever‐evolving landscape of consumer behavior influenced by generative AI. Additionally, the article identifies implications for research and practice, offers valuable strategies for brands, and presents a comprehensive research agenda to delve deeper into this field. Ultimately, it provides valuable insights into the challenges and opportunities presented by generative AI in consumer behavior, serving as a guiding resource for advancing theory, practice, and policy in this domain.

Citation

Mogaji, E., & Jain, V. (2024). How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy. Journal of Consumer Behaviour, https://doi.org/10.1002/cb.2345

Journal Article Type Article
Acceptance Date Apr 23, 2024
Online Publication Date May 2, 2024
Publication Date May 2, 2024
Deposit Date May 8, 2024
Publicly Available Date May 8, 2024
Journal Journal of Consumer Behaviour
Print ISSN 1472-0817
Electronic ISSN 1479-1838
Publisher Wiley
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1002/cb.2345
Public URL https://keele-repository.worktribe.com/output/823682
Publisher URL https://onlinelibrary.wiley.com/doi/10.1002/cb.2345

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Licence
https://creativecommons.org/licenses/by/4.0/

Publisher Licence URL
https://creativecommons.org/licenses/by/4.0/

Copyright Statement
This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.




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