'I' Before 'They'.

It is well established that marketers tend to project their own preferences onto target consumers' preferences regarding new products or features. In other words, marketers use consumer data in an "egocentric" way, which in turn has two implications: First, market research is not necessarily an effective remedy for the false consensus effect (independent of marketers' certainty level), and second, marketers should keep in mind that the false consensus effect can systematically bias their interpretation and use of market research data. On the other hand, one could argue that marketers may ignore AI-based consumer predictions if they are not in line with their personal preferences (similar to the results in our Studies 3 and 4). [Extracted from the article]

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