Consumer Behavior Theory in the Era of Generative AI

Zhang, Jincheng (2026): Consumer Behavior Theory in the Era of Generative AI.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Generative Artificial Intelligence (Generative AI), Consumer Behavior Theory, Human–AI Interaction, Consumer Decision-Making, Interactive Consumer Behavior Model (GAICB).
• Subjects: B - History of Economic Thought, Methodology, and Heterodox Approaches > B4 - Economic Methodology; B - History of Economic Thought, Methodology, and Heterodox Approaches > B4 - Economic Methodology > B41 - Economic Methodology; O - Economic Development, Innovation, Technological Change, and Growth > O3 - Innovation ; Research and Development ; Technological Change ; Intellectual Property Rights; O - Economic Development, Innovation, Technological Change, and Growth > O3 - Innovation ; Research and Development ; Technological Change ; Intellectual Property Rights > O35 - Social Innovation

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