Abstract This thesis seeks to explore the concept of behavioral targeting, viewed from both an economical and a sociological perspective. It focuses on how behavioral targeting is perceived in relation to traditional marketing, how it uses and constructs social reality, and which affect the targeted ads have on the consumer. Initially the marketing concept and the story of this discipline is described. Following that, behavioral targeting is explained, focusing on how consumer data is collected and used. Furthermore the modern, economic theories on ‘Mass Customization’ by Joseph B. Pine II (1993) and ‘Authenticity’ by James Gilmore and Joseph B. Pine II (2007) are presented. Finally, Jean Baudrillards theory on ‘The Consumer Society’ (1970) is explained. Following that, the experimental method used to collect data is explained, focusing on how the data has been collected. In relation to this, two constructed consumer types, which are used to illustrate how behavioral targeting functions in practice, are presented. There is also a reflection over the validity of the used method. The collected data is used in conjunction with the theoretical preunderstanding, to analyze how behavioral targeting uses and constructs the social reality, and which potential effects this can have on the consumer. Likewise, it is evaluated, from economic perspectives, how behavioral targeting relates to traditional marketing. Based on the economical and sociological perspectives, it is discussed how behavioral targeting can be perceived as good or bad. This is done by involving relevant statistics and studies, and with focus on the conclusions of the analysis. Finally, the topic of surveillance, which also relates to behavioral targeting, is suggested for future research
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