Your Next Respondent Might Be an LLM: Guidelines for Using Silicon Samples in Marketing Research
By: Marko Sarstedt, Susanne J. Adler, Lea Rau and Bernd Schmitt
References
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https://doi.org/10.1073/pnas.2501660122 - Sarstedt, M., Adler, S. J., Rau, L., & Schmitt, B. (2024). Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelines. Psychology and Marketing, 41(6), 1254–1270.
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https://doi.org/10.1287/mksc.2025.0262
DOI: https://doi.org/10.2478/nimmir-2026-0004 | Journal eISSN: 2628-166X
Language: English
Page range: 24 - 29
Published on: Apr 8, 2026
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2026 Marko Sarstedt, Susanne J. Adler, Lea Rau, Bernd Schmitt, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.