Editorial - Marketing and the Rise of Commercial Consumer Surveillance

Pridmore, Jason; Zwick, Detlev

doi:10.24908/ss.v8i3.4163

Cited by 49 publications

(30 citation statements)

References 31 publications

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“…As Pridmore and Zwick (2011) note, "by constantly (re)producing, storing and analyzing massive amounts of digital data, current forms of commercial surveillance of consumer behavior represent a powerful response to the quickly changing desires, fluid identities, and spatial mobility of contemporary consumers" (p. 271). Self-surveillance helps consumers achieve connectivity via social networking sites and in turn to achieve better results in the marketplace via prosumption (Pridmore and Zwick 2011).…”

Section: Identitymentioning

confidence: 99%

“…Self-surveillance helps consumers achieve connectivity via social networking sites and in turn to achieve better results in the marketplace via prosumption (Pridmore and Zwick 2011). That is, surveillance in liquid consumption can act as a powerful way to engage in self-governance (Foucault 1998), with potentially negative consequences for consumers.…”

Section: Identitymentioning

confidence: 99%

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Liquid Consumption

Bardhi

Eckhardt

2017

Journal of Consumer Research

333

393

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This paper introduces a new dimension of consumption as liquid or solid. Liquid consumption is defined as ephemeral, access based and dematerialized, while solid consumption is defined as enduring, ownership based and material. Liquid and solid consumption are conceptualized as existing on a spectrum, with four conditions leading to consumption being liquid, solid, or a combination of the two: relevance to the self, the nature of social relationships, accessibility to mobility networks, and type of precarity experienced. Liquid consumption is needed to explain behavior within digital contexts, in access based consumption, and in conditions of global mobility. It highlights a consumption orientation around values of flexibility, adaptability, fluidity, lightness, detachment, and speed. Implications of liquid consumption for the domains of attachment and appropriation, the importance of use value, materialism, brand relationships and communities, identity, prosumption and the prosumer, and big data, quantification of the self and surveillance are discussed. Finally, managing the challenges of liquid consumption and its effect on consumer welfare are explored.Liquid consumption, Digital, Access based consumption, Dematerialization, Ephemerality, Bauman 4 In this paper we introduce a new dimension of consumption as solid and liquid. We define liquid consumption as ephemeral, access based and dematerialized, and solid consumption as that which is enduring, ownership based and tangible. The consumer behavior literature to date has focused primarily on solid consumption. Liquid consumption represents a novel concept in consumer behavior necessary to understand the types of consumption-related phenomena related to the digital, access-based practices, and global mobility. It argues for a different logic of consumption, from that of accumulation, appropriation, and celebration associated with solidity, to those practices embodying fluidity, use, access, immediacy, and dematerialization. That is, consumer value moves from appropriation to the acquisition, use and circulation states of the consumption cycle. Liquid consumption also argues for an ephemeral attachment to digital or physical consumption, which is valued temporarily and because of the access it provides, as well as the speed by which it provides access.In developing the concept of liquid consumption, we are inspired by Bauman's (2000; 2007a, b) theorizing of liquid modernity. In it, he uses the metaphor of liquidity to explain how everyday life has moved from being stable and secure to being more uncertain and rapidly changing. We apply a similar logic to the domain of consumption. We are not arguing that solid consumption will be disappearing. Rather, we conceptualize liquid consumption as existing along with solid consumption on a spectrum, and we point out factors which are likely to result in one or the other. Bauman (2000, 2007a, b) also points out that at the societal level, liquidity is rarely beneficial, as more uncertainty and less st...

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Section: Identitymentioning

confidence: 99%

Section: Identitymentioning

confidence: 99%

Liquid Consumption

Bardhi

Eckhardt

2017

Journal of Consumer Research

333

393

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“…This is so, I believe, because these prosumption activities exhibit a clear productive‐consumptive element that can be exploited by the capitalist. But in the age of commercial consumer surveillance and so‐called Big Data (Pridmore and Lyon ; Pridmore and Zwick ), consumers are turned into prosumers and are exploited even when they do not think that they are working or producing anything at all. In fact, Big Data turns consumers into virtually round‐the‐clock bioproduction machines (Zwick and Denegri‐Knott ), where their every move, and importantly every non move, becomes an instant building block for customer profile production, the production of market segments, and of targeting activities by marketers.…”

Section: Not Going Far Enoughmentioning

confidence: 99%

Defending the Right Lines of Division: Ritzer's Prosumer Capitalism in the Age of Commercial Customer Surveillance and Big Data

Zwick

2015

The Sociological Quarterly

Self Cite

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“…To appreciate this subjectivity we must do away with the idea that the masks put on consumers by marketers exist ready and waiting to be taken off the shelf. Following Pridmore and Zwick (2011), Zwick and Denegri Knott (2009), then, we argue that marketing renders the consuming subject as a dividual. This term is derived from the work of Deleuze (1992).…”

Section: Introductionmentioning

confidence: 99%

The dividualised consumer: sketching the new mask of the consumer

Cluley¹,

Brown²

2018

Marketing Performativity

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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 just do not 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.

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Editorial - Marketing and the Rise of Commercial Consumer Surveillance

Cited by 49 publications

References 31 publications

Liquid Consumption

Liquid Consumption

Defending the Right Lines of Division: Ritzer's Prosumer Capitalism in the Age of Commercial Customer Surveillance and Big Data

The dividualised consumer: sketching the new mask of the consumer

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