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Collaborating with Generative AI in Consumer Culture Research

Amber M. Epp & Ashlee Humphreys

Journal of Consumer Research2025https://doi.org/10.1093/jcr/ucaf014article
FT50UTD24AJG 4*ABDC A*
Weight
0.56

Abstract

Generative Artificial Intelligence (GenAI) has introduced new possibilities for both the creation and analysis of language, which is one key input for consumer culture researchers who analyze qualitative and textual data. How can consumer culture researchers use GenAI to produce insights and work with qualitative data? What are the possibilities and challenges of using these tools? And what are some valuable practices and principles for integrating GenAI into the research process? Building from interviews with researchers who use these tools, the authors identify relevant theoretical, embodied, empirical, and historical contextual dimensions that produce opportunities and challenges for human–AI collaboration. The authors then propose a set of collaborative practices and offer practical guidelines for using GenAI to generate novel and meaningful insights into consumer culture and society.

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https://doi.org/https://doi.org/10.1093/jcr/ucaf014

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@article{amber2025,
  title        = {{Collaborating with Generative AI in Consumer Culture Research}},
  author       = {Amber M. Epp & Ashlee Humphreys},
  journal      = {Journal of Consumer Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1093/jcr/ucaf014},
}

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Collaborating with Generative AI in Consumer Culture Research

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Evidence weight

0.56

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.55 × 0.4 = 0.22
M · momentum0.75 × 0.15 = 0.11
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.