From the Editor: A Manifesto for Research on Automation in Marketing and Consumer Behavior

appeared as Wertenbroch, Klaus (2019), “From the Editor: A Manifesto for Research on Automation in Marketing and Consumer Behavior,” Journal of Marketing Behavior, 4 (1), 1-10.

12 Pages Posted: 18 Jun 2020

Date Written: January 24, 2019

Abstract

This editorial suggests that research into consumer behavior in the face of pervasive marketing automation is as important as it is overdue, especially in comparison with progress that has been made for many years in quantitative modeling and economic analysis. It juxtaposes enhanced price discrimination opportunities for marketers arising from personalization with several dystopian risks that marketing automation may pose to consumers, including the economic, societal, and psychological risks of forgoing consumer surplus, undermining equality of opportunity, and threatening personal autonomy and dignity.

Keywords: autonomy, equality of opportunity, marketing automation, personalization, price discrimination

JEL Classification: D3, D18, D63, M31, O35

Suggested Citation

Wertenbroch, Klaus, From the Editor: A Manifesto for Research on Automation in Marketing and Consumer Behavior (January 24, 2019). appeared as Wertenbroch, Klaus (2019), “From the Editor: A Manifesto for Research on Automation in Marketing and Consumer Behavior,” Journal of Marketing Behavior, 4 (1), 1-10. , Available at SSRN: https://ssrn.com/abstract=3609639

Klaus Wertenbroch (Contact Author)

INSEAD - Marketing ( email )

1 Ayer Rajah Ave.
Singapore, 138676
Singapore

HOME PAGE: http://www.insead.edu/faculty-research/faculty/klaus-wertenbroch

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