First Advisor

George Watson

Date of Award

Spring 3-3-2023

Document Type

Thesis

Degree Name

Bachelor of Arts (B.A.) in Business: Marketing and University Honors

Department

Business

Language

English

Subjects

Artificial intelligence -- Marketing applications, Consumer behavior

DOI

10.15760/honors.1338

Abstract

In marketing, predictive analytics molds big data into tools that can create demographics, target pleasurable neuromodulator chemicals like dopamine, and influence individual and societal behavior patterns. Professionals and scholars alike can use machine-based computation to transform big data into usable knowledge that accurately represents and tracks human behavior. In the past couple of decades this has led to the acceleration of the attention economy and has fueled the age of information. It has pushed countries to not only enforce new laws and regulations, but also race to secure control over data science technologies. The research for this thesis will ultimately lead to a better understanding of how the unregulated dynamic between artificial intelligence programs, big data, corporations, and marketers have had an invasive impact on consumers.

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Persistent Identifier

https://archives.pdx.edu/ds/psu/40166

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