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Publicação
The Diderot Effect: A data-driven validation
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Resumo(s)
Although it is theorized that consumer decisions are commonly irrational and based on systematic
biases, there is no meaningful data-driven research that validates many of those assumptions. This
study is one of the few that based on analysis and interpretation of hard data instead of qualitative
methods validates one of those biases, the Diderot effect. This study presents a conceptual model
and a pioneering research approach using indirect data and machine learning techniques to validate
the manifestation of the Diderot effect on the purchase process of products of a specific category
through an online retailer. Results showed that a laptop computer can be one of those products and
that consumers might be more predisposed to make unforeseen purchases when their mind is
already prepared to spend money. We highlight how marketing professionals can create value for
consumers and organizations by exploiting the Diderot effect.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
The results of this research have been published in the Journal of Marketing Analytics: https://doi.org/10.1057/s41270-024-00371-6
The results of this research have been published in the Journal of Marketing Analytics: https://doi.org/10.1057/s41270-024-00371-6
Palavras-chave
Diderot effect Consumer Buying Behaviour Complementary Products Generalized Sequential Pattern Algorithm Biases Machine Learning