The work that affective economics does

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This article focuses upon the concept of 'affective economics' arguing that it should be expanded to include a consideration of emerging forms of data-mining including 'sentiment analysis' and 'predictive analytics'. Sentiment analysis in particular seeks to manipulate consumer behaviour by gathering data about emotional responses and conducting controlled experiments on consumers. Any consideration of affective economics should include the ways in which marketers seek to manage consumers through the collection not just of demographic information, but of extensive real-time databases of their online behaviour and conversations.

Original languageEnglish
Pages (from-to)604-620
Number of pages17
JournalCultural Studies
Issue number4-5
Publication statusPublished - 2011
Externally publishedYes


  • Affective economics
  • Data-mining
  • Media convergence
  • Predictive analytics
  • Sentiment analysis
  • Target marketing

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