LLM 推荐系统中的品牌偏袒与认知操纵动态研究

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Abstract:Large language models (LLMs) are becoming a major way for consumers to find products, but we do not yet understand how brands compete in this new channel. We study brand dynamics in LLM recommendations using skincare products -- a category where consumers cannot easily judge quality before buying and must rely on brand reputation -- across three commercial LLMs (GPT-4o-mini, Claude Sonnet, Gemini 3 Flash), with a robustness check on search goods. In three experiments, we find: (1) a Conditional Monopoly where well-known brands get recommended 100% of the time (IAI = 10.0) when all products have the same specifications, but this dominance disappears with less than a +0.1-star rating advantage for a competitor; (2) authority-style marketing language, including fabricated clinical-evidence claims, breaks this monopoly at a Bias Surplus Value equal to +0.17 rating points, with each model responding differently; and (3) a social dilemma in multi-brand GEO competition: when all brands adopt the same optimization strategy, individual payoff falls from +0.802 to +0.007 in our payoff proxy, and non-participating brands receive zero recommendations in our tests. Our results suggest that generative engine optimization (GEO) should be studied not only as a security risk, but also as an emerging marketing practice that shapes market competition.

Submission history

From: Xi Chu [view email]
[v1] Tue, 16 Jun 2026 02:54:34 UTC (1,162 KB)
[v2] Fri, 21 Aug 2026 22:09:04 UTC (259 KB)
[v3] Sat, 10 Oct 2026 09:06:10 UTC (261 KB)