The Dark Side of Microtargeting: Predicting Consumers’ Preferences Threatens Their Sense of Free Will

The advent of machine learning and artificial intelligence allows marketers to micro-target consumers more accurately than ever before. Consumers’ reactions to such practices are therefore of growing interest. The paper explores boundary conditions of how predictive microtargeting may threaten consumers’ sense of autonomy and consumers’ reactions to such threats.

Citation:

Rom Schrift, Klaus Wertenbroch, and Yonat Zwebner (2019) ,"The Dark Side of Microtargeting: Predicting Consumers’ Preferences Threatens Their Sense of Free Will", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 254-258.