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Pellandini-Simányi_2023_Sage_Marketing Theory_Algorithmic classifications
Journal article

Algorithmic classifications in credit marketing
: how marketing shapes inequalities

  • Pellandini-Simányi, Léna ORCID Istituto di Marketing e Comunicazione Aziendale (IMCA), Facoltà di comunicazione, cultura e società, Università della Svizzera italiana, Svizzera
  • 2023
Published in:
  • Marketing theory. - 2023, vol. 24, no. 2, p. 211-232
Algorithms
Class
Classification situation
Consumer data
Credit
Segmentation
Subjectivity
Inequality
English While critical marketing studies have discussed algorithm-driven marketing’s role in governmentality, subjectivity formation and capitalist accumulation, its role in shaping class inequalities is less studied. Drawing on the performativity of marketing, ‘classification situations’ and critical algorithm studies, this paper uses the case of credit marketing to propose a twofold framework to analyse how algorithmic marketing shapes the cultural and economic inequalities of class. First, algorithms used for categorizing consumers and matching them with marketing messages and products provide access (1) to different symbolic resources and (2) to credit products with different financial consequences to different consumers depending on their categorization, which contribute to the creation of cultural and economic inequalities, respectively. Second, algorithms of financial advice devices overtake parts of consumer choice. Insofar as different financial preferences and rationalities are scripted into the devices for different client groups, these technologies constitute an additional process that affects social divisions.
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Language
  • English
Classification
Economics
License
CC BY
Open access status
hybrid
Identifiers
Persistent URL
https://n2t.net/ark:/12658/srd1330438
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