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Title: The dividualised consumer : sketching the new mask of the consumer
Authors: Cluley, Robert
Brown, Steven Dexter
First Published: 1-Oct-2014
Publisher: Westburn Publishers (Taylor & Francis)
Citation: Journal of Marketing Management, 2014, DOI:10.1080/0267257X.2014.958518
Abstract: 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.
DOI Link: 10.1080/0267257X.2014.958518
ISSN: 0267-257X
eISSN: 1472-1376
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2014, Westburn Publishers (Taylor & Francis). Deposited with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website.
Description: Author Posting © Westburn Publishers Ltd, 2014. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management, 2014, DOI:10.1080/0267257X.2014.958518
Appears in Collections:Published Articles, School of Psychology

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