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Hani Bououd­ina

Ph.d. Fellow

Subjects
Consumer behaviour Customer Marketing Big data Analysis Data

Primary research areas

AI in Mar­ket­ing
In­vest­ig­at­ing the use of AI and LLM-based sim­u­la­tions to mod­el con­sumer be­ha­viour, de­cision-mak­ing, and the im­pact of auto­mated in­ter­ven­tions.
Con­sumer De­cision-Mak­ing
Ex­plor­ing how psy­cho­lo­gic­al bi­ases, heur­ist­ics, and lim­ited ra­tion­al­ity shape con­sumer choices, with a fo­cus on di­git­al and on­line con­texts.

Har­ness­ing AI to un­der­stand and shape con­sumer be­ha­viour

My research focuses on how generative AI and computational modelling can help understand and influence consumer behaviour in digital environments. I study how psychological biases, misinformation, and multi-source information exposure shape decisions.

I aim to help:

- Companies design responsible AI-driven marketing strategies.

- Policymakers and educators mitigate the spread of misinformation.

- Society adopt sustainable and informed decision-making practices.

Using NLP and LLM-based simulations, I combine behavioural insights with AI to create predictive and prescriptive tools. My work bridges theory and practice, providing actionable solutions with societal and business impact.