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The dividualised consumer: sketching the new mask of the consumer

Brown, Stephen D; Cluley, Robert


Stephen D Brown

Robert Cluley


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.


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
Keywords ad-networks; ad-exchanges; dividual• Dele " ze online marketing
Public URL
Publisher URL
Additional Information The date of acceptance cannot be determined.

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