Big Data and consumer behavior: imminent opportunities

Purpose – The purpose of this paper is to assess how the study of consumer behavior can benefit from the presence of Big Data. Design/methodology/approach – This paper offers a conceptual overview of potential opportunities and changes to the study of consumer behavior that Big Data will likely bring. Findings – Big Data have the potential to further our understanding of each stage in the consumer decision-making process. While the field has traditionally moved forward using a priori theory followed by experimentation, it now seems that the nature of the feedback loop between theory and results may shift under the weight of Big Data. Research limitations/implications – A new data culture is now represented in marketing practice. The new group advocates inductive data mining and A/B testing rather than human intuition harnessed for deduction. The group brings with it interest in numerous secondary data sources. However, Big Data may be limited by poor quality, unrepresentativeness and volatility, among oth...

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