“Just-in-Time” Information Makes Consumer Preferences Difficult to Predict
"Just-in-Time" Information Makes Consumer Preferences Difficult to Predict
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.