PT - JOURNAL ARTICLE AU - Preston, Christopher 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.