Putting Consumers' Bodies to Work: The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

Using an actor-­network-­theoretical approach, this paper studies the emergence and social-­economic effects of various biometrical methods in the area of marketing research from the 1890s to the 1990s. The spill-­over of biometrical research from advertising psychological laboratories set in motion a
cycle of performativity that ended up rendering the relationship between advertisements and consumers similar to that which had been constructed in the laboratory purely for research purposes. Advertisements in ‘real’ markets were increasingly designed in ways that fulfilled the predictions that advertising psychologists had made. In these markets, representations of consumers and their behaviour began to take on a life of their own and allowed markets for consumer attention to be enacted. In that process, consumers’ bodies became increasingly reconfigured as walking measurement instruments. This reconfiguration enabled researchers and advertising practitioners to bypass consumers’ cognition and instead draw upon the ‘truth’ of their physiological reactions in order to create norms of accountability. These norms, in turn, allowed quantifiable market relations to be created around inherently qualitative, aesthetic experiences.
Using an actor-­network-­theoretical approach, this paper studies the emergence and social-­economic effects of various biometrical methods in the area of marketing research from the 1890s to the 1990s. The spill-­over of biometrical research from advertising psychological laboratories set in motion a
cycle of performativity that ended up rendering the relationship between advertisements and consumers similar to that which had been constructed in the laboratory purely for research purposes. Advertisements in ‘real’ markets were increasingly designed in ways that fulfilled the predictions that advertising psychologists had made. In these markets, representations of consumers and their behaviour began to take on a life of their own and allowed markets for consumer attention to be enacted. In that process, consumers’ bodies became increasingly reconfigured as walking measurement instruments. This reconfiguration enabled researchers and advertising practitioners to bypass consumers’ cognition and instead draw upon the ‘truth’ of their physiological reactions in order to create norms of accountability. These norms, in turn, allowed quantifiable market relations to be created around inherently qualitative, aesthetic experiences.
LanguageEnglish
Title of host publicationProceedings of the 38th Annual Macromarketing Conference, Toronto, 2013
EditorsDetlev Zwick, Sammy Bonsu
Place of Publicationwww
PublisherThe Macromarketing Society
Date2013
Pages245-267
StatePublished - 2013
EventThe 38th Annual Conference of the Euroepan Marketing Academy - Nantes, France
Duration: 1 May 20091 May 2009
Conference number: 38

Conference

ConferenceThe 38th Annual Conference of the Euroepan Marketing Academy
Number38
CountryFrance
CityNantes
Period01/05/200901/05/2009
SeriesProceedings of the Annual Macromarketing Conference
ISSN2168-1481

Keywords

    Cite this

    Schwarzkopf, S. (2013). Putting Consumers' Bodies to Work: The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications. In D. Zwick, & S. Bonsu (Eds.), Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013 (pp. 245-267). www: The Macromarketing Society. Proceedings of the Annual Macromarketing Conference
    Schwarzkopf, Stefan. / Putting Consumers' Bodies to Work : The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications. Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013. editor / Detlev Zwick ; Sammy Bonsu. www : The Macromarketing Society, 2013. pp. 245-267 (Proceedings of the Annual Macromarketing Conference).
    @inproceedings{2639ece447b94a92b5842a4905125542,
    title = "Putting Consumers' Bodies to Work: The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications",
    abstract = "Using an actor-­network-­theoretical approach, this paper studies the emergence and social-­economic effects of various biometrical methods in the area of marketing research from the 1890s to the 1990s. The spill-­over of biometrical research from advertising psychological laboratories set in motion acycle of performativity that ended up rendering the relationship between advertisements and consumers similar to that which had been constructed in the laboratory purely for research purposes. Advertisements in ‘real’ markets were increasingly designed in ways that fulfilled the predictions that advertising psychologists had made. In these markets, representations of consumers and their behaviour began to take on a life of their own and allowed markets for consumer attention to be enacted. In that process, consumers’ bodies became increasingly reconfigured as walking measurement instruments. This reconfiguration enabled researchers and advertising practitioners to bypass consumers’ cognition and instead draw upon the ‘truth’ of their physiological reactions in order to create norms of accountability. These norms, in turn, allowed quantifiable market relations to be created around inherently qualitative, aesthetic experiences.",
    keywords = "Biometrics, Media Planning, Consumer Neurosciences, Starch Recognition Procedure, Adnorms, Performativity, Agencement, Actor Network Theory, Valuation, Valorisation",
    author = "Stefan Schwarzkopf",
    year = "2013",
    language = "English",
    pages = "245--267",
    editor = "Detlev Zwick and Sammy Bonsu",
    booktitle = "Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013",
    publisher = "The Macromarketing Society",
    address = "Germany",

    }

    Schwarzkopf, S 2013, Putting Consumers' Bodies to Work: The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications. in D Zwick & S Bonsu (eds), Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013. The Macromarketing Society, www, Proceedings of the Annual Macromarketing Conference, pp. 245-267, Nantes, France, 01/05/2009.

    Putting Consumers' Bodies to Work : The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications. / Schwarzkopf, Stefan.

    Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013. ed. / Detlev Zwick; Sammy Bonsu. www : The Macromarketing Society, 2013. p. 245-267.

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

    TY - GEN

    T1 - Putting Consumers' Bodies to Work

    T2 - The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications

    AU - Schwarzkopf,Stefan

    PY - 2013

    Y1 - 2013

    N2 - Using an actor-­network-­theoretical approach, this paper studies the emergence and social-­economic effects of various biometrical methods in the area of marketing research from the 1890s to the 1990s. The spill-­over of biometrical research from advertising psychological laboratories set in motion acycle of performativity that ended up rendering the relationship between advertisements and consumers similar to that which had been constructed in the laboratory purely for research purposes. Advertisements in ‘real’ markets were increasingly designed in ways that fulfilled the predictions that advertising psychologists had made. In these markets, representations of consumers and their behaviour began to take on a life of their own and allowed markets for consumer attention to be enacted. In that process, consumers’ bodies became increasingly reconfigured as walking measurement instruments. This reconfiguration enabled researchers and advertising practitioners to bypass consumers’ cognition and instead draw upon the ‘truth’ of their physiological reactions in order to create norms of accountability. These norms, in turn, allowed quantifiable market relations to be created around inherently qualitative, aesthetic experiences.

    AB - Using an actor-­network-­theoretical approach, this paper studies the emergence and social-­economic effects of various biometrical methods in the area of marketing research from the 1890s to the 1990s. The spill-­over of biometrical research from advertising psychological laboratories set in motion acycle of performativity that ended up rendering the relationship between advertisements and consumers similar to that which had been constructed in the laboratory purely for research purposes. Advertisements in ‘real’ markets were increasingly designed in ways that fulfilled the predictions that advertising psychologists had made. In these markets, representations of consumers and their behaviour began to take on a life of their own and allowed markets for consumer attention to be enacted. In that process, consumers’ bodies became increasingly reconfigured as walking measurement instruments. This reconfiguration enabled researchers and advertising practitioners to bypass consumers’ cognition and instead draw upon the ‘truth’ of their physiological reactions in order to create norms of accountability. These norms, in turn, allowed quantifiable market relations to be created around inherently qualitative, aesthetic experiences.

    KW - Biometrics

    KW - Media Planning

    KW - Consumer Neurosciences

    KW - Starch Recognition Procedure

    KW - Adnorms

    KW - Performativity

    KW - Agencement

    KW - Actor Network Theory

    KW - Valuation

    KW - Valorisation

    M3 - Article in proceedings

    SP - 245

    EP - 267

    BT - Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013

    PB - The Macromarketing Society

    CY - www

    ER -

    Schwarzkopf S. Putting Consumers' Bodies to Work: The Role of consumer Biometrics and Measurement Devices in the Performance of Markets for Advertising Communications. In Zwick D, Bonsu S, editors, Proceedings of the 38th Annual Macromarketing Conference, Toronto, 2013. www: The Macromarketing Society. 2013. p. 245-267. (Proceedings of the Annual Macromarketing Conference).