“Just-in-Time” Information Makes Consumer Preferences Difficult to Predict
"Just-in-Time" Information Makes Consumer Preferences Difficult to Predict Heading link
David Gal, Professor and Coordinator of Marketing PhD Program, wrote a commentary for Fortune detailing the effectiveness of using artificial intelligence to predict consumer behavior. Gal’s research shows that buying preferences are usually determined when a decision is being made and cannot be anticipated ahead of time. His work is based on an article with Itamar Simonson of Stanford, featured in the Consumer Psychology Review.
Modified on February 16, 2021