Yale Center for Customer Insights

New research from Yale SOM professor Jiwoong Shin highlights how the predictive power of targeted advertising can be undercut by ignoring the misaligned incentives of advertisers and consumers.

Giving the right gift is difficult, in part because givers and receivers don’t necessarily agree on what “right” means. Research out of YCCI and new developments in the behavioral science of gift-giving shed light on the source of this disagreement.