Journal
CULTURAL STUDIES
Volume 25, Issue 4-5, Pages 604-620Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/09502386.2011.600551
Keywords
affective economics; media convergence; target marketing; sentiment analysis; data-mining; predictive analytics
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This article focuses upon the concept of 'affective economics' arguing that it should be expanded to include a consideration of emerging forms of data-mining including 'sentiment analysis' and 'predictive analytics'. Sentiment analysis in particular seeks to manipulate consumer behaviour by gathering data about emotional responses and conducting controlled experiments on consumers. Any consideration of affective economics should include the ways in which marketers seek to manage consumers through the collection not just of demographic information, but of extensive real-time databases of their online behaviour and conversations.
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