Abstract
While artificial intelligence’s (AI) promise for fake online review detection has been investigated, other questions have emerged with the introduction of ChatGPT, a generative AI platform. This research provides a much-needed investigation into consumer reactions to reviews perceived to be generated by ChatGPT vs. a human. Results from two studies in a TripAdvisor hotel review context revealed that consumers rate reviews as less useful, trustworthy, and authentic if they perceived ChatGPT generated them. Further, the findings were robust regardless of review valence and even when participants were informed the reviewer possessed a TripAdvisor Expert badge. These findings’ theoretical and practical implications are discussed, along with limitations.
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