An Investigation of Linguistic Biases in LLM-Based Recommendations

TL;DR

This study examines how linguistic biases in large language models influence restaurant and product recommendations across different dialects, revealing sensitivity to Indian English and Code-Switching in various models.

Contribution

It provides a detailed analysis of dialect-specific biases in LLM recommendations using rigorous statistical methods and diverse datasets.

Findings

Models show dialect sensitivity in restaurant recommendations, especially with Indian English and Code-Switching.

Product recommendations vary by dialect, with larger models favoring Indian English and Code-Switching prompts.

No consistent trend in model size effects; biases depend on dialect and category.

Abstract

We investigate linguistic biases in LLM-based restaurant and product recommendations given prompts varying across Southern American English (AE), Indian English (IE), and Code-Switched Hindi-English dialects, using the Yelp Open dataset (Yelp Inc., 2023) and Walmart product reviews dataset (PromptCloud,2020). We add lists of restaurant and product names balanced by cuisine type and product category to the prompts given to the LLM, and we zero-shot prompt the LLMs in a cold-start setting to select the top-20 restaurant and product recommendations from these lists for each of the dialect-varied prompts. We prompt LLMs using different list samples across 20 seeds for better generalization, and aggregate per cuisine-type and per category response counts for each seed, question/prompt, and LLM model. We run mixed-effects regression models for each model family and topic (restaurant/product) with the aggregate response counts as the dependent, and conduct likelihood ratio tests for the fixed effects with post-hoc pairwise testing of estimated marginal means differences, to investigate group-level differences in recommendation counts by model size and dialect type. Results show that dialect plays a role in the type of restaurant selected across the models tested with the mistral-small-3.1 model and both the llama-3.1 family models tested showing more sensitivity to Indian English and Code-Switched prompts. In terms of product recommendations, the llama-3.1-70B-model is particularly sensitive to Code-Switched prompts in four out of seven categories, and more beauty and home category recommendations are seen when using the Indian English and Code-Switched prompts for larger and smaller models, respectively. No broad trends are seen in the model-size based differences, with differing recommendations based on model sizes conditioned by the type of dialect.