Hani Bououdina
PhD fellow
Departments
Department of Marketing
Consumer behaviour
Customers
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.