PT  - JOURNAL ARTICLE
AU  - Christopher Preston
TI  - The Problem with Micro-Marketing
AID  - 10.2501/JAR-40-4-55-58
DP  - 2000 Jul 01
TA  - Journal of Advertising Research
PG  - 55--58
VI  - 40
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/40/4/55.short
4100  - http://www.journalofadvertisingresearch.com/content/40/4/55.full
SO  - J Advert Res2000 Jul 01; 40
AB  - This paper argues that the shift away from mass-media advertising and its underlying message to consume, towards micro-marketing, has the potential to erode society's current motivation to consume.