---
id: "prereq-behavioral-economics-d5"
type: "prereq"
source_timestamps: ["§ Decades of Marketing Science Built for a Different Customer"]
tags: ["marketing-theory"]
related: ["concept-bnn-vs-ann"]
speakers: ["Kartik Hosanagar"]
reason: "Required to understand the contrast between human (BNN) and AI (ANN) decision-making biases."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier2-05-market-to-ai-customer"
sourceUrl: "https://hbr.org/2026/06/how-do-you-market-to-an-ai-customer"
sourceTitle: "How Do You Market to an AI Customer?"
---
# Behavioral Economics & Consumer Psychology

**Assumed knowledge:** traditional marketing concepts — **social proof, scarcity, loss aversion, authority, and pricing psychology ($19.99 vs. $20 charm pricing).** Canonical grounding includes Kahneman & Tversky (loss aversion, framing, prospect theory), price-ending effects, and the mechanics of nudges.

**Why it's needed:** This baseline is necessary to grasp the magnitude of the shift when marketing to ANNs, which do not possess these human cognitive biases. Without it, the central contrast in [[concept-bnn-vs-ann]] and the claim [[claim-persuasion-science-gap]] lose their force.

**Reason (from source):** Required to understand the contrast between human ([[concept-bnn-vs-ann|BNN]]) and AI (ANN) decision-making biases.


## Related across articles
- [[prereq-behavioral-economics-d6]]
- [[concept-bnn-vs-ann]]