Can LLMs predict how consumers respond to price discounts? Join us for our next MCM Brown Bag with Prof. Dr. Isabelle Engeler, who will present her research on “How Well Do LLMs Predict the Effect of Price Discounts? Benchmarking Synthetic Predictions Against Actual Field Behavior and Market Research Predictions.”

Prof. Dr. Isabelle Engeler is Associate Professor of Marketing at HEC Lausanne, Switzerland. Her research explores how firms can leverage data and emerging technologies to improve marketing decisions, with a particular focus on LLM-generated synthetic data for customer insights and the impact of digital technologies on consumer behavior. Her work has appeared in leading journals, including the Journal of Consumer Research, Journal of Personality and Social Psychology, and Psychological Science. She also brings extensive industry and consulting experience in marketing strategy, market research, and product and pricing decisions.