Seminar (Dept. of Marketing)

Title: Preference Elicitation for Algorithmic Personalization

Speaker: Jia Gai (Guanghua School of Management, Peking University)

Time:10:00-11:30am, May 22th (Wednesday), 2024

Venue: Room 1008, Mingde Business Building

Language: Chinese/English

Abstract：

Algorithms rely on consumer preferences to generate personalized recommendations, based on the assumption that the data of consumer preferences represents their true interests. Thus, narrow recommendations and consumption are often attributed to consumers having a low desire for diversity. I challenge this view by showing that the diversity of algorithmic recommendations and consumption is sensitive to the measurements of consumer preferences. I will present two projects showing how algorithmic personalization induces and amplifies the narrow interests of consumers.

Short Biography：

Phyliss Jia Gai is an assistant professor of marketing at Guanghua School of Management, Peking University. She investigates consumer behavior, with a particular interest in digital consumption. Her research has been published in Journal of Consumer Research, Journal of Marketing, and Journal of Experimental Psychology: General, among others. Before joining Guanghua, she earned her PhD at Rotterdam School of Management, Erasmus University in the Netherlands.