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
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: Suggested Citation