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Decoding Consumer Behavior Using the Insight Equation and AI Marketing: A Comprehensive Analysis
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Author(s): Vishal Jain (School of Engineering and Technology, Vivekananda Institute of Professional Studies, New Delhi, India)and Archan Mitra (NITTE University, India)
Copyright: 2025
Pages: 22
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch009
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Abstract
This study explores the transformation of consumer behavior analysis through AI-enhanced marketing frameworks. Traditional consumer behavior theories such as Maslow's Hierarchy of Needs and the Theory of Planned Behavior have historically provided valuable insights but fall short in real-time adaptability. With the advent of big data and AI, marketers now possess the tools to analyze and predict consumer behavior with unprecedented precision. At the heart of this shift is the “Insight Equation,” a conceptual model that translates raw data into actionable insights, supporting personalized marketing strategies that enhance consumer engagement, purchase intentions, and brand loyalty. However, the integration of AI in marketing also raises ethical concerns, particularly in data privacy and algorithmic transparency. This research aims to bridge the gap between traditional consumer models and AI-driven insights, ultimately offering actionable guidelines for leveraging AI responsibly in marketing.
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