Large language models (LLMs) are increasingly deployed as autonomous agents that make consumption decisions on behalf of users. This shift raises fundamental questions for consumer theory, which has traditionally modeled humans as the primary decision-makers. In this paper, we introduce LLM Consumer Behavior Theory, a new field of study concerned with analyzing consumer behavior in agentic markets. Drawing on classical and behavioral economics alongside recent advances in Natural Language Processing, we formalize how human preferences are reflected and acted upon by LLM-based agents, and how agent-level decisions aggregate into market demand. We unify previously fragmented literature on LLM decision-making, human behavior simulation, and preference elicitation under a common economic lens, highlighting where assumptions, such as rationality and heterogeneity, may fail in agentic markets. Rather than providing empirical validation, this paper outlines the scope of LLM consumer behavior and identifies open research questions related to alignment, preference representation, and market dynamics.
Large language models (LLMs) are increasingly deployed as decision-making agents in high-stakes domains and as imitators of human behavior in the social and behavioral sciences. Yet how closely LLMs mirror human decision-making remains poorly understood. This gap is critical: misalignment could produce harmful outcomes in practice, while failure to replicate human behavior renders LLMs ineffective as social simulators. Here, we address this gap by replicating large-scale game-theoretic experiments and by introducing a systematic prompting and probing framework for machine-behavioral evaluation. We test three open models typically used to power agents (Llama, Mistral, and Qwen). Across 121 dyadic games spanning four classical game types, Llama reproduces human cooperation patterns with high fidelity, while Qwen aligns closely with Nash equilibrium predictions. Characterizing models through behavioral phenotyping, we find that humans and Llama share an envious decision profile, while Qwen and Mistral exhibit different profiles. An attention-based analysis of payoff salience reveals Llama processes payoff information in a structured, layer-dependent manner absent in Qwen and Mistral, suggesting a mechanistic basis for its closer alignment with human behavior. Population-level behavioral replication is achieved without persona-based prompting, simplifying the simulation process. Extending the experimental parameter space beyond the original human-tested games, we generate and preregister testable hypotheses for novel game configurations. Our findings demonstrate appropriately configured LLMs can replicate aggregate human behavioral patterns, exhibit human-like decision phenotypes, and enable systematic exploration of unexplored experimental spaces, offering a complementary approach to traditional behavioral research that generates new empirical predictions about human social decision-making.
Andrea Cera Palatsi, Samuel Martin-Gutierrez, Ana S. Cardenal +1
Agent-based modeling (ABM) has long been used in economics to study human behavior, and large language model (LLM) agents now enable new forms of social and economic simulation. While prior work has discovered strategic deception by LLM agents in financial trading and auction markets, e-commerce remains underexplored despite its distinctive information asymmetry: sellers privately observe product quality, whereas buyers rely on advertised claims and reputation signals. We introduce TruthMarketTwin, a controlled simulation framework for studying LLM-agent behavior in e-commerce markets. The framework is one of the first to model bilateral trade under asymmetric information sharing, where agents make strategic listing, purchasing, rating, and recourse-related decisions to optimize seller profit and buyer utility. We find that LLM agents released into traditional markets autonomously exploit weaknesses in reputation-based governance, while warrant enforcement reduces deception and reshapes strategic reasoning. Our results position LLM-agent simulation as a tool for studying institution-governed autonomous markets.
Human choice behavior, including route choice, exhibits systematic behavioral biases that deviate from the assumptions of full rationality. Cumulative prospect theory (CPT) has been widely recognized as an effective framework for characterizing such behavioral patterns. However, its large-scale application, particularly in simulation and agent-based modeling, critically depends on specifying individual-level CPT parameters, which remain a major bottleneck. Conventional approaches typically rely on surveys and controlled experiments to calibrate CPT parameters, yet these methods are difficult to generalize and often fail to capture the full diversity of human decision-making. To address this challenge, this paper investigates whether large language models (LLMs) can reproduce human behavioral biases in choice-making without explicit specification of prospect-theoretic parameters. Using route choice as a representative scenario, we design a behavioral evaluation framework and systematically compare LLM-generated decisions with established human behavioral patterns predicted by CPT. Experimental results demonstrate that LLMs are capable of reproducing non-rational human choice biases and can exhibit decision behaviors consistent with prospect-theoretic effects under uncertainty. These findings suggest that generative AI models may provide a scalable alternative for modeling human decision processes and offer a promising foundation for next-generation large-scale agent-based simulation and AI-driven behavioral research.