2024 AMA Consumer Behavior SIG (CBSIG) Conference

The “Why” Matters: The Imperative to Understand Consumer Behavior in a Data-Driven World

Join the AMA Consumer Behavior SIG for this second, exclusive limited-attendees event. The 2024 conference will take place in the beautiful city of Vienna, Austria, in the heart of Europe, offering a unique cultural experience. While submissions addressing the abovementioned conference theme are encouraged, all consumer behavior work is welcome.

This year’s theme centers on the notion that in an increasingly data-driven world that prioritizes predictive and generative models, it has become more crucial to focus on and understand the psychological mechanisms that explain and drive consumer behavior. Despite the apparent benefits of these models for companies and researchers, large generative and predictive models remain black boxes, and their outputs (what most likely happens) do not necessarily translate into a true understanding of consumer behavior (why it happens). The contribution of consumer research to these challenges ought to be not only documenting what consumers do but also understanding why consumers behave the way they do and why this matters for marketing managers. Therefore, there is a clear imperative to better understand consumer behavior in today’s data-driven world.

Submit your paper today to be a part of this exclusive event!