Sellers’ growing usage of Big Data and predictive analytics allows them to identify specific consumers as potential nudniks and avoid selling to or disarm them before they can draw attention to sellers’ misconduct. The Article therefore captures an understudied problem with Big Data tools: sellers can use these tools to shield themselves from market accountability.
Of course, this is temporary. The next stage is to modify nudniks and make them more compliant by rewiring their brains. Which is extremely easy to do.