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Gil Appel

Gil Appel

George Washington University

Gil Appel is an assistant professor of marketing at the GW School of Business. Professor Appel’s research has focused on the rapidly growing digital domain, within which he is interested in two main arcs: The first arc is the evolution of digital markets, from e-commerce to social networks to mobile domains. Using quantitative models, he examines new products’ development and growth, and how such markets differ from traditional ones. His second research arc uses digital markets to examine individual behavior. Specifically, using individual-level data to examine the process wherein individual-level behavior manifests as segment and market dynamics. Dr. Appel work addresses important behavioral questions that relate to disparity, social processes, social norms, consumers’ choice heuristics and biases in the markets.


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