In behavioral economy view point, it can explain why market research can predict consumption behavior for Disney consumers. Disney can apply (AI) tool to use market research method to predict what consumer behavior trend. In general, consumer will have choice behavior, when who needs to do decision to buy automobile among of more than one product choice or with the determinants of such consumer behavior as buying life insurance, putting money in a pension plan, using credit cards etc. actions. By comparison, questions about behaviors that involve a choice among less or more options are usually studied at a lower level of generality. Thus, consumption psychologists may be interested to know why consumers buy one second of automobile rather than another, why who choose one type of medical treatment over another, or why who fly one airline rather than another. So, consumption psychologists must clearly define the action, target, context and time elements of the behavioral alternatives to predict whose consumption behavior. For example, the decision to buy tickets on one airlines rather than another can be affected by the destination ( target element): A consumer may prefer one airline for overseas flights, but another for domestic flights. Similarly, choice of insurance company may vary depending on whether who buy life insurance, automobile insurance or property insurance.Why will decisions under uncertainty cause? In consumer choice process, who has chance to encounter decisions under uncertainty. For example, the attributes of each product were assumed to be known with certainty. Thus, the consumers knew the price, picture, quality, reliability and visual appeal of each product type. All consumers need to do was to be importance weights and subjective values to these attributes and then derive a weighted average. In many of choice alternatives are not known with certainty ahead of time. Often, the outcomes are produced by decision depend on the state of the world at the time and the decision is made. For another example, a LCD television can produce a high -definition picture only of the service providers transmit high-definition programs. To take this uncertainty into account, the consumer has to judge not only the value of a high-definition display, but also the likelihood that this attribution will be available.Perhaps, more readily recognized are the risks and uncertainties inherent in investment decisions. The investment outcomes of a decision to invest in a fixed interest certificate of deposit or a stock market mutual fund depend on future market conditions. Whereas the CD produces a known payoff over a given time period, the amount and probability of possible gains or losses to be expected of the mutual fund can only be estimated. Thus, advertising can reduce decision uncertainty to consumers' choices. If the product advertising can attract to consumer's consideration, it will persuade the consumer to choose to buy the brand of product. Clearly, information about the decision making process, in general, as well as about decisions of particular relevance to consumer behavior. Thus, it seems advertising information can reduce consumers' choices processes under uncertainty to decide to buy the brand of product preference choice.Why businessmen need to divide customer segment(s) to decide who is target customer group to predict consumer behavior. Nowadays, consumers are unique in themselves. A comprehensive knowledge of consumers and their consumption behavior is essential for a firm to succeed. In order to understand and predict consumption patterns and behaviors within segment(s), market research becomes essential.