Your gut says no. Here’s why you shouldn’t always listen to it.
Mentioned Faculty

Oded Netzer
- Arthur J. Samberg Professor of Business
- Marketing Division
- Vice Dean for Research
- Dean's Office

Oded Netzer
- Arthur J. Samberg Professor of Business
- Marketing Division
- Vice Dean for Research
- Dean's Office
Professor Netzer's expertise centers on one of the major business challenges of the data-rich environment: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time, and across contexts. Most notably, he has developed a framework for managing firms' customer bases through dynamic segmentation.

Ran Kivetz
- Philip H. Geier, Jr. Professor of Marketing
- Marketing Division
Professor Ran Kivetz is a tenured professor at Columbia University Business School, where he holds the Philip H. Geier, Jr. Professorship of Marketing. Professor Kivetz is a leading expert in the areas of behavioral economics, decision-making, marketing, customer behavior, incentives, and innovation. His experience in these fields includes over twenty years of research, management, consulting, and teaching. His latest research explores political science and political psychology through the lens of behavioral economics and decision research.