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1、ARTIFICIALCONSUMERS:AROLEFORCOMPUTERSASSUBJECTSINCONSUMER-RELATEDMARKETINGPapersubmittedJune11,2003totheNFF2003conferenceRichardGatarski,PhDStockholmUniversity,SchoolofBusinessSE-10691Stockholm,SwedenTelephone:+46708802627,Fax:+4686747440E-mail:rgi@fek.su.se,
2、Website:www.fek.su.se/home/rgiAbstractConsumer-relatedmarketingmightmissimportantpointsifcomputersareonlyseenasTechnologyorinteractivemedia.Hence,mypurposehereistore-examine(throughqualitativemethods)thestateandtheroleofcomputer-basedphenomenainthecontextofco
3、nsumption.Myfindingsindicatethatcomputersalsointeractas(non-human)consumers.Consequently,wecouldconsiderthemasartificialconsumers.Thisnewsubjectforresearch(ifapplied)callsforare-definitionofconsumerresearch;enablesabetteridentificationofover-lookedphenomena;o
4、ffersnewpathsfortheoreticaldevelopmentaboutmarketing;andamoreusefulunderstandingofcommunicationsthatinvolvescomputers.“Excuseme,areyouhuman?”(HeadlineatSalon.comJanuary25,2000)Animportantpartofmarketersinterest,fromtheacademicaswellasthepracticalpointofview,c
5、oncernstheinteractionamongconsumersandfirms.Traditionally,consumersareassumedtobehumans,evidentwhenatextbookintroducesacorefieldas“[c]onsumerbehavior:peopleinthemarketplace”(Solomon,Bamossy,&Askegaard2002,p.3).Fromanepistemologicalperspective,thelasttwodecade
6、shasprovidedalotofnewopportunitiesfortheresearchaboutpeopleasconsumers.Belk(1995)foundthattheoldperspective(positivist)wassupplementedwithanewperspective(non-positivist).Hence,wehaveacceptedthatconsumersarenotthepassivemessageadoptersandproductusersasconceive
7、dwhenearlymarketingthoughtswerecarvedout.Themodernconsumercanbeseenasaconstruct,shapedbypeers,societyandourtools(Brown1997).Assuch,apersonactivelyandintelligentlyinterpretsigns,constructidentitiesbymanipulatingsymbols,andproducecommercialvaluethroughproduct-b
8、asedlinksincommunities(Cova1997).Whilethescopeofconsumerresearchhasgrown,wehavealsowitnessedanexplosionofthenumberofcomputersfoundindifferentmarkets.Thisdevelopmentiswhatthecurrentpaperfo
