October 2, 2026
Indie Agency News recently published an article featuring Carey Morewedge, department Chair and Professor of Marketing, exploring how behavioral science can help marketers better understand consumer behavior and decision-making.
Morewedge explains that algorithms can reinforce human biases by prioritizing consumers’ immediate wants over their longer-term goals and values. He outlines four ways to improve algorithms, including auditing for bias, considering longer-term preferences, incorporating best practices, and combining observed behavior with consumers’ stated preferences.
Morewedge argues that algorithms should help people make better decisions rather than simply reinforce existing preferences. The piece highlights the importance of applying behavioral science to technology and marketing to create more effective, consumer-centered experiences.