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Mind and Machine: Unravelling Consumer Behaviour Through Psychology and AI
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Author(s): Sowmya D. S. (PES University, India)
Copyright: 2025
Pages: 24
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.ch005
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Abstract
This chapter explores key aspects of consumer behavior, focusing on the cognitive, emotional, motivational, social, and cultural influences that shape purchasing decisions. It delves into the role of AI in analyzing and predicting consumer behavior, illustrating how data-driven insights, hyper-personalization, and behavioral targeting enhance marketing strategies. The chapter also examines ethical considerations of AI, highlighting privacy and manipulation concerns. Through case studies and real-world applications, the chapter demonstrates the transformative power of AI in retail and marketing, providing a forward-looking view of emerging trends in AI-driven consumer behavior.
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