Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
}
TY - CHAP
T1 - The market will have you
T2 - the arts of market attachment in a digital economy
AU - McFall, Liz
AU - Deville, Joe
PY - 2017
Y1 - 2017
N2 - What might it mean to say that the market will have you? This chapter tackles this question by using Gabriel Tarde’s central provocation that what we are, our identities, are not matters of ‘being’ but of ‘having’. The art of markets lies in how this having – of data, relations, associations, ties, ‘us’ – is practically accomplished. We test this idea by looking at how marketing conversations have been conducted in two consumer finance product cases: the industrial life assurance company Prudential Assurance and the payday loan company Wonga. These two cases, we argue, shed new light both on how we understand market attachment and what this might mean in a rapidly evolving digital economy.
AB - What might it mean to say that the market will have you? This chapter tackles this question by using Gabriel Tarde’s central provocation that what we are, our identities, are not matters of ‘being’ but of ‘having’. The art of markets lies in how this having – of data, relations, associations, ties, ‘us’ – is practically accomplished. We test this idea by looking at how marketing conversations have been conducted in two consumer finance product cases: the industrial life assurance company Prudential Assurance and the payday loan company Wonga. These two cases, we argue, shed new light both on how we understand market attachment and what this might mean in a rapidly evolving digital economy.
KW - Wonga
KW - Prudential
KW - Payday lending/borrowing
KW - big data
KW - marketing
KW - consumer credit
M3 - Chapter
SN - 9781138904293
T3 - CRESC Culture, Economy and the Social
SP - 108
EP - 131
BT - The Arts of Market Attachment
A2 - Cochoy, Franck
A2 - Deville, Joe
A2 - McFall, Liz
PB - Routledge
ER -