The dividualised consumer: sketching the new mask of the consumer

Brown, Stephen D; Cluley, Robert

Abstract

Recent °nine mark.eting innovations such as a('servers, .3d-networ and ad-exchanges marketers to extract value from consumer data in new Nays. But these new market devices do not just exploit technological innovations. [hey are constructed around a revolutionary new mask of the onsumer. boy treat consumers not as fixed individu3ls but as dividih3lised ::onsomers-that is to say, collections of data that can be exposed, dissected rld segmented into new marketable groups. After sketching out how marketing devices and theories have worked to define new marketplace behaviours, the paper turns to Deleuze's explanation of control societies to consider the social plications of these new marketing techniques within societies that are increasingly mediated through networked relationships.

Citation

Brown, S. D., & Cluley, R. (2014). The dividualised consumer: sketching the new mask of the consumer. Journal of Marketing Management, 31(1-2), 107-122. doi:10.1080/0267257X.2014.958518

• Journal Article Type: Article
• Acceptance Date: Oct 1, 2014
• Online Publication Date: Oct 1, 2014
• Publication Date: Oct 1, 2014
• Deposit Date: Feb 20, 2019
• Print ISSN: 0267-257X
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 31
• Issue: 1-2
• Pages: 107-122
• DOI: https://doi.org/10.1080/0267257X.2014.958518
• Keywords: ad-networks; ad-exchanges; dividual• Dele " ze online marketing
• Public URL: https://nottingham-repository.worktribe.com/output/1573413
• Publisher URL: https://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.958518
• Additional Information: The date of acceptance cannot be determined.