Consumer Insights Research Articles

Generative AI for Consumer Behavior Prediction: Techniques and Applications

Generative AI techniques, such as Generative Adversarial Networks (GANs), Variational Autoencoders (VAEs), and transformers, have revolutionized consumer behavior prediction by enabling the synthesis of realistic data and extracting meaningful insights from large, unstructured datasets. However, despite their potential, the effectiveness of these models in practical applications remains inadequately addressed in the existing literature. This study aims to investigate how generative AI models can effectively enhance consumer behavior prediction and their implications for real-world applications in marketing and customer engagement. By systematically reviewing 31 studies focused on these models in e-commerce, energy data modeling, and public health, we identify their contributions to improving personalized marketing, inventory management, and customer retention. Specifically, transformer models excel at processing complicated sequential data for real-time consumer insights, while GANs and VAEs are effective in generating realistic data and predicting customer behaviors such as churn and purchasing intent. Additionally, this review highlights significant challenges, including data privacy concerns, the integration of computing resources, and the limited applicability of these models in real-world scenarios.

From analytics to empathy and creativity: Charting the AI revolution in marketing practice and education

The rapid advancement of artificial intelligence (AI) increasingly demands an understanding of its impact on marketing practice and education. Our hybrid literature review synthesizes 312 peer-reviewed articles on AI in marketing and consumer behavior, using scientometrics and the TCCM (Theory, Context, Characteristics, Methodology) framework. We identify five research areas: human–AI interaction in services, natural language processing (NLP) and computer vision for consumer insights, AI for e-commerce and decision support, marketing automation and creativity, and AI ethics. AI’s evolution is marked by a transition from analytical to empathetic and intuitive technologies like affective computing and generative AI. We highlight the changing dynamics between humans and AI, AI integration in marketing practices and education, and the transformed AI-enhanced marketing workplace. We underscore the significance of ethical considerations, the well-being of users, and the integration of generative AI tools. This review provides a comprehensive guide for forthcoming research, practical applications, and educational advancements in AI-enhanced marketing.

Book review: Rachel Lawes, Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits

Rachel Lawes, Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits, London: Kogan Page, 2020. 280 pp., £95.00 (Hardcover). ISBN: 978-1789662078.

Consumers' Expectations of Liking, Emotional, Conceptual and Sustainability Characteristics of Dairy, Plant‐Based and Sustainable Yoghurts

ABSTRACTAn online survey of consumers' liking, emotional, conceptual and sustainability expectations in response to traditional, plant‐based (PB), and sustainable yoghurt product names was conducted with 1206 New Zealanders. Results showed that consumers' sensory expectations are associated with hedonic and non‐sensory expectations. Consumers' sensory, emotional, conceptual and sustainability ideations and the impact of these variables on expected liking parallel the findings from recent tests of tasted yoghurts. Per cognitive theories of predictive processing, the results support the hypothesis that judgments of sensory expectations may provide important insights into likely product perceptions. The results also support the notion that surveys of consumer product expectations can be a tool to obtain consumer insights about new products, including PB and sustainable alternatives. Since sensory expectations were associated with non‐sensory expectations, modifying the sensory attributes of PB or other innovative yoghurt products may enhance consumers' conceptualizations of these products and improve their market acceptance.

Pragmatic Perception of Sensationalism: A Comparison of British and Malaysian Online Newspapers Headline Constructions

This study examines the pragmatic features of sensationalist headlines in online newspapers, comparing The Times (UK) and The Star (Malaysia) in 2024. Using discourse analysis on 60 headlines, we investigate how sensationalism shapes public opinion in the digital age. The research addresses a gap in cross-cultural analysis of media influence and aims to enhance media literacy. Results indicate that headline writers employ various pragmatic elements, with speech acts being the most prevalent, to convey intended messages and engage readers. Both overt and implicit use of pragmatic features effectively express themes of victory and liberation across both publications. While the study provides insights into pragma-linguistic strategies in sensational headline construction, its limited sample size suggests the need for broader future research. The findings offer valuable insights for media practitioners, researchers, and consumers, highlighting the importance of critical media consumption in an era of increasing sensationalism.

Petrol Pumps to Power Plugs: Is the Surge in Electric Two-Wheeler Adoption in Kathmandu Due to Unstable Petroleum Prices?

Since the dawn of the 21st century, the awareness towards environmental concern and sustainability slowly began to rise and the “Electric Wave” truly encompassed the world with electric automobiles. Nepal was no exception to this global electric wave. This research explores a key determinant behind this transition, the influence of fluctuating petroleum price. Using secondary data obtained from registrations of electric and petroleum two-wheelers at the Transport Management Office in Kathmandu, under the Ministry of Labor, Employment, and Transport as well as historical petrol prices over the past 4 years from 2019 to 2023, this research seeks to offer valuable insights into the connection between petrol prices and the adoption of electric vehicles in Kathmandu, Nepal. Using SPSS software, a linear regression analysis was conducted and it revealed that while petroleum prices played a role, they were not the sole determinant affecting adoption. This study contributes to the growing body of knowledge on sustainable transportation choices and their drivers. It provides valuable insights for policymakers, consumers, and industry stakeholders, as it underscores the influence of fuel prices on consumer choices and the potential for electric two-wheelers to become a viable alternative in the context of Kathmandu’s urban transport.

Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation

AbstractTo develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.

Innovative Model of Creative Tourism as a Factor of Sustainable Development in the Context of Modern Challenges

The aim of this study is to develop an innovative model of creative tourism as a key driver of sustainable development in response to modern challenges. In a world where globalization and technological advancements are reshaping traditional tourism approaches, creative tourism emerges as a novel strategy to attract visitors and foster economic growth. This study employs a data-driven analytical approach (BIG DATA analysis) to examine creative tourism, recognizing the need to manage, systematize, classify, and draw insights from large datasets enabled by digital technologies. Creative tourism systems leverage advanced neural networks with multiple hidden layers to intelligently process and extract maximum value from data, providing essential insights for tourism service consumers. This positions creative tourism as both a critical business asset and a valuable tool for improving the human experience. Research Objectives: 1.To develop a model of creative tourism that supports sustainable development. 2.To examine the daily practices and impact of creative tourism on sustainable development. 3.To identify ways to enhance the effectiveness of creative tourism models and their contribution to sustainable development. The study highlights the essential components of an innovative creative tourism model, integrating local culture, environmental responsibility, digital technologies, and the creation of unique tourism products. Special focus is given to sustainable development principles, which not only protect environmental resources but also promote the social well-being of local communities. The paper also presents successful examples of creative tourism practices, showcasing their potential to open new market opportunities and increase regional competitiveness. The findings underscore that this innovative model of creative tourism holds the potential to revolutionize the tourism industry, advancing economic, social, and environmental progress.

Exploring Consumer Insights on Food Product Traceability in Portugal

Exploring Consumer Insights on Food Product Traceability in Portugal

Is Click Fading the Brick Experience of Buyers During Festivities?

This study explores the impact of technology and e-commerce on the festive shopping experience of Indian consumers. It highlights the shift from traditional in-store shopping to digital interactions and analyzes how brands enhance physical store experiences to increase foot traffic during the festive season. Findings suggest that while online shopping offers unparalleled convenience and a broad product selection, retailers must innovate and adapt to retain the charm and emotional connection associated with in-store shopping. This research aims to provide insights for both retailers and consumers regarding the evolving shopping landscape.

Adapting the GPT engine for proactive customer insight extraction in product development

Understanding the perceptions of consumers is widely recognized as a critical element in the innovation of new products. Traditional techniques used by companies to collect essential consumer insights have largely remained unchanged. Common practices like interviews and surveys have distinct limitations. Interviews may not always capture the precise needs of consumers due to communication barriers, and surveys tend to encourage incremental changes rather than radical innovations. Service industries face further complexity as they navigate customer feedback on the more intangible aspects of service quality. This study highlights the pioneering use of GPT-3.5 Turbo, a tool known for its exceptional ability to delve into the nuances of conversational context and process data in a chat-centric manner, thereby enhancing the extraction of Voice of the Customer (VoC). Its capability to handle large volumes of data in multiple languages leads to a more thorough and inclusive VoC analysis. The study links these technological advancements with Lean Six Sigma 4.0, suggesting that incorporating GPT-3.5 Turbo could significantly improve the customer-focused strategies in the current industrial landscape. This breakthrough in VoC analysis suggests possibilities for more perceptive, immediate data-driven approaches in customer service, and lays a stronger groundwork for decisions in product evolution and process enhancement. The paper concludes by urging further investigation to confirm these initial results and to explore the ethical aspects of employing such advanced natural language processing technologies.

Unveiling Greenwashing Strategies: A Comprehensive Analysis of Impacts on Consumer Trust and Environmental Sustainability

This document explores the phenomenon of greenwashing, a deceptive practice where companies project an environmentally responsible image without substantial environmental benefits that involve strategies like misleading labels, vague claims, and irrelevant or false assertions to appeal to eco-conscious consumers. The research aims to unravel the deceptive strategies employed by companies across various industries, understand the implications of these practices on consumers, investors, and the environment, and assess the effectiveness of current regulatory frameworks in mitigating these activities. This qualitative study employs a thematic analysis of the literature to categorize greenwashing strategies and assess their impacts on consumer trust, environmental sustainability, and corporate accountability. The findings reveal that greenwashing undermines consumer trust, genuine sustainability efforts, and informed decision-making. The study seeks to offer actionable insights for policymakers, businesses, and consumers to address and mitigate the effects of greenwashing. It emphasizes the need for stricter regulations and consumer education to counteract greenwashing. The study also highlights the role of technological advancements like blockchain and IoT in enhancing transparency. The study calls for a multifaceted strategy to address greenwashing, focusing on transparency, accountability, and genuine environmental responsibility.

U.S. Airline Customer Complaint Trends: A Decade-Long Analysis (2013-2022) Including COVID-19 Impacts

The Airline Deregulation Act of 1978 significantly reshaped the U.S. aviation industry, transitioning from government-controlled pricing and service standards to market-driven dynamics. This shift led to the rise of low-cost carriers, reduced service quality, and increased customer complaints. In response to fluctuating service standards, the Air Travel Consumer Report (ATCR) was introduced in 1987 to provide transparency in airline service quality. This study leverages ATCR data from 2013 to 2022 to analyze trends in customer complaints across major U.S. airlines. The primary objectives are identifying the major customer complaints and determining which airlines received the most complaints during the studied period including the COVID-19 pandemic era. Results indicate that flight problems, refunds, baggage issues, customer service, and reservations/ticketing/boarding are the top complaints, with refunds peaking during the COVID-19 pandemic due to travel restrictions. Airlines such as Frontier, Spirit, and United consistently received higher complaints, while Alaska, Delta, and SkyWest had fewer complaints. The study underscores the importance of service quality in fostering customer satisfaction and loyalty, suggesting that airlines should focus on reducing complaints in key areas to enhance service quality. The findings provide valuable insights for both airlines and consumers, highlighting areas for improvement and aiding consumers in making informed choices. This study also emphasizes the need for comprehensive service quality measures beyond consumer complaints to assess airline performance accurately.

The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers purchasing power. Overall, this study contributes to theoretical research by enriching readers understanding of new media marketing strategies while providing practical insights for consumers.

Exploring the influence of terroir on douro white and red wines characteristics: a study of human perception and electronic analysis

AbstractThe main objective of the present study was to evaluate terroir's role in white and red wine characteristics through human perceptions and electronic assessment. Douro wines, originating from the Douro Demarcated Region (DDR) in the North of Portugal, are renowned for their distinct terroir and historical significance. This study investigates twenty-one Douro wine samples (ten white, eleven red) from Baixo Corgo and Douro Superior through Fourier Transform Infrared (FTIR) spectroscopy, Electronic Nose (E-nose) analysis, and Quantitative Descriptive Analysis (QDA). The research has uncovered unique profiles for each sub-region, influenced by factors such as pH, alcohol content, and acidity. Through principal component analysis, the electronic nose analysis identifies separate clusters in red wines and highlights notable aromatic differences in white wines. The sensory analysis via quantitative descriptive analysis provides detailed wine profiles, emphasizing attributes such as persistence, sweetness, and acidity. Furthermore, emotional responses during wine tasting were assessed using FaceReader analysis, which revealed a range of emotions like happiness, sadness, surprise, fear, and disgust, with different intensities over time. These findings provide valuable insights for consumers, producers, and the enogastronomic industry. Graphical abstract

Market Dynamics and Consumer Insights for Value-added Pearl Millet Products: Empirical Evidence from Rajasthan, India

The study provides an overview of the study on consumer preference and consumption patterns of value-added pearl millet products in Rajasthan. The research focused on identifying consumer preferences, understanding consumption patterns, and evaluating buying behavior based on individual preferences. The study includes various value-added pearl millet products such as cookies, cakes, bakery items, different varieties of batters, ready-to-eat items like khakhra, dhokla, puffs, and liquid items like lassi. Analysis was done using chi-square and weighted average method. Major findings from the study were that educated consumers showed a higher preference for pearl millet products. The largest consumer group had a monthly income of less than ₹10,000. Pearl millet cookies, cakes, and other bakery items were the most preferred products. The preferred channel for purchasing value-added pearl millet products was retail/grocery stores. Also, the most influential factor in consumer purchasing decisions was nutritional value. Factors such as price, flavor, packaging, and color had a relatively lower impact. This study offers guidance on consumers way of demand to businesses involved in the processed millet product industry.

Towards more sustainable, nutritious, and affordable plant‐based milk alternatives: A critical review

AbstractThe consumer market has seen a surge in various types of plant‐based milk alternatives (PBMAs), driven by factors such as sustainability, ethics, and the availability of diverse options. However, the global adoption of PBMAs is still hindered by potential nutritional concerns and cost‐ineffectiveness. It is therefore paramount to understand the status and challenges of these alternatives, encompassing production, stabilization strategies, nutrition and health, digestion, and environmental impacts. This review provides a comprehensive examination of these aspects. We begin by scrutinizing the production processes and formulation strategies of PBMAs, followed by an exploration of fundamental stabilization aspects, including homogenization, emulsification, thickening, and quantitative measurements of stabilization. Additionally, we discuss their nutrition facts and potential health benefits, as well as potential differences in the digestion of nutrients from PBMAs. Importantly, their challenges and future directions are discussed individually, highlighting the need for a fundamental understanding and effective food technologies to develop sustainable, nutritious, tasty, and affordable PBMAs. For example, several critical aspects involve maximizing the use of plant materials (e.g., proteins, fibers, and bioactive compounds) and using reliable and unified life cycle analyses to guide the development. This review offers valuable insights for researchers, food technologists, and consumers seeking to navigate and develop the landscape of PBMAs effectively.

Use of consumer insights to inform behavior change interventions aimed at illegal pet turtle trade in China.

Illegal poaching and overexploitation for the international pet trade are among the greatest threats to freshwater turtles in Southeast Asia. Expanding consumer research in China is crucial to filling knowledge gaps about the scale and structure of illegal trade and developing audience-targeted and relevant interventions that may reduce demand for illegal turtles as pets. We applied mixed methods to provide a detailed understanding of the consumer side of the illegal pet turtle trade in China. We conducted 30 interviews with key stakeholders and online surveys (n=2456) of turtle keepers via community forums. From these, we identified 3 core consumer groups based on their prior turtle-keeping experience, species exposure, and potential for future purchases. We conducted a thematic qualitative analysis of concepts related to the capability, opportunity, motivation, and behavior (COM-B) model to determine the factors influencing the illegal pet turtle trade and to identify barriers to illegal purchases. Specifically, we identified purchasers' capabilities, opportunities, and motivations in the context of legality, enforcement risk, captive breeding, and impacts on wild population. We developed consumer journey maps (i.e., visual representations of customer's experiences throughout their buying journey) for core consumer groups. These maps illustrate the sequential behaviors and processes that consumers undertake when purchasing turtles, from initial exposure to sourcing, keeping, and providing a new home. Key factors influencing illegal purchases included convenient purchase channels, misguided cognition and motivations for pet keeping, and weak law enforcement. Effective interventions included messages focusing on shifting cognition and beliefs, increasing legal risk perception, and emphasizing stringent law enforcement, primarily delivered through online channels. Our results underscore the necessity for adaptable, audience-tailored interventions to reduce consumer demand for illegal wildlife products. The mixed-methods approach, combining quantitative and qualitative data, provided a comprehensive understanding of the target behavior and can inform the development of effective intervention strategies.

Sex steroid hormone residues in milk and their potential risks for breast and prostate cancer.

Milk was a source of important nutrients for humans and was especially important for children and adolescents. The modern dairy animal production pattern had contributed to residual sex steroid hormones in milk. When this milk was consumed by humans, these hormones entered the body leading to hormonal disruptions and potentially increasing the risk of various types of cancers. This article reviewed the presence of residual sex steroid hormones in milk, their potential risks on human health, and their possible association with the incidence of breast and prostate cancer. The potential linkage between dairy consumption and these cancers were described in detail. The hormones present in dairy products could affect the development and progression of these types of cancer. Sex steroid hormones could interact with different signaling pathways, influencing carcinogenic cascades that could eventually lead to tumorigenesis. Given these potential health risks, the article suggested appropriate consumption of dairy products. This included being mindful not just of the amount of dairy consumed, but also the types of dairy products selected. More scientific exploration was needed, but this review provided valuable insights for health-conscious consumers and contributed to the ongoing discussion on dietary guidelines and human health.

UNDERSTANDING THE LACK OF TRANSPARENCY IN INSURANCE CONSUMER PROTECTION

This research paper delves into the intricacies surrounding consumer protection in the Indian insurance sector, focusing on the interplay between regulatory frameworks, legal provisions, and industry practices. Through a comprehensive analysis, the paper explores the Consumer Protection Act 2019, the Rights of Consumers under this Act, the Protection of Policyholders' Interest Regulations 2017, the recent judicial verdicts shaping consumer rights, and the overarching Insurance Act 1938. By examining key provisions, regulatory mechanisms, and case law, the paper aims to elucidate the challenges, implications, and potential remedies pertaining to transparency and accountability in insurance consumer protection. Through this exploration, the paper seeks to provide valuable insights for policymakers, regulators, insurers, and consumers alike, contributing to the ongoing discourse on enhancing consumer welfare and market integrity in the Indian insurance landscape. Keywords: Consumer Protection, Insurance Sector, Regulatory Framework, Transparency,