The dividualised consumer: sketching the new mask of the consumer

Cluley, R. and Brown, S.D. ORCID: 0000-0001-7841-3225, 2020. The dividualised consumer: sketching the new mask of the consumer. Journal of Marketing Management, 31 (1-2), pp. 107-122. ISSN 0267-257X

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Recent online marketing innovations such as ad-servers, ad-networks and ad-exchanges allow marketers to extract value from consumer data in new ways. But these new market devices do not just exploit technological innovations. They are constructed around a revolutionary new mask of the consumer. They treat consumers not as fixed individuals but as dividualised consumers – that is to say, collections of data that can be exposed, dissected and 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 implications of these new marketing techniques within societies that are increasingly mediated through networked relationships.

Item Type: Journal article
Publication Title: Journal of Marketing Management
Creators: Cluley, R. and Brown, S.D.
Publisher: Informa UK Limited
Date: 14 January 2020
Volume: 31
Number: 1-2
ISSN: 0267-257X
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 14 Jan 2020 09:25
Last Modified: 14 Jan 2020 09:25

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