The Aisles Have Eyes : How Retailers Track Your Shopping, Strip Your Privacy, and Define Your Power

基本信息

Format:Paperback / softback 344 pages

Publisher:Yale University Press

Imprint:Yale University Press

ISBN:9780300234695

Published: 9 Mar 2018

Classifications:Business ethics & social responsibility, Advertising, Market research, Retail sector

Readership:General (US: Trade)

Weight:428g

Dimensions:233 x 157 x 27 (mm)

Pub. Country:United States

页面参数仅供参考，具体以实物为准

书籍简介

据一位专家预测，在未来20年内，半数美国人将在浏览当地商店时植入身体，告诉零售商他们对特定产品的感受。这个概念可能有点古怪，但它反映出高管们想要了解过道里的购物者，就像他们在网上追踪我们一样，对细节着迷。事实上，一场隐藏的监控革命已经在实体商店里发生了，美国人仍然在那里购买大部分商品。

广告和数字研究专家约瑟夫·特罗(Joseph Turow)通过对零售高管的采访、对行业出版物的分析以及业内会议的经验，揭开了这些趋势的大幕，展示了新一代竞争激烈的商家——包括梅西百货(Macy’s)、塔吉特百货(Target)和沃尔玛(walmart)——已经在使用数据挖掘、店内跟踪和预测分析来改变我们的购买方式，破坏我们的隐私，并定义我们的声誉。特罗的书让人大开眼界，也很及时，是理解未来购物的必要读物。

A revealing and surprising look at the ways that aggressive consumer advertising and tracking, already pervasive online, are coming to a retail store near you By one expert's prediction, within twenty years half of Americans will have body implants that tell retailers how they feel about specific products as they browse their local stores. The notion may be outlandish, but it reflects executives' drive to understand shoppers in the aisles with the same obsessive detail that they track us online. In fact, a hidden surveillance revolution is already taking place inside brick-and-mortar stores, where Americans still do most of their buying.

Drawing on his interviews with retail executives, analysis of trade publications, and experiences at insider industry meetings, advertising and digital studies expert Joseph Turow pulls back the curtain on these trends, showing how a new hyper-competitive generation of merchants-including Macy's, Target, and Walmart-is already using data mining, in-store tracking, and predictive analytics to change the way we buy, undermine our privacy, and define our reputations. Eye-opening and timely, Turow's book is essential reading to understand the future of shopping.

媒体推荐

“特罗的研究表明，如今的购物是一种无意识的自我表露——而且不仅仅是在网上。“—Wall Street Journal

“对零售行业进行了彻底的研究，并清晰地展示了详细的证据和引人入胜的内幕。这些信息大多令人吃惊，甚至令人不寒而栗，尤其是特罗向我们展示了追踪零售数据是如何导致歧视和社会分层的。“—Publishers Weekly

”此书透露. . . .大多数零售商……希望未来的几代人能接受监视和跟踪，将其作为美国购物体验的一部分。对购物者和零售商来说都是很有价值的读物。"—Kirkus Reviews

“Turow shows shopping today to be an exercise in unwitting self-revelation—and not only online.”—Wall Street Journal

"Thoroughly researched and clearly presented with detailed evidence and fascinating peeks inside the retail industry. Much of this information is startling and even chilling, particularly when Turow shows how retail data-tracking can enable discrimination and societal stratification."—Publishers Weekly

"Revealing. . . . Most retailers . . . hope future generations will simply accept surveillance and tracking as part of the American shopping experience. Valuable reading for shoppers and retailers alike."—Kirkus Reviews

作家简介

本文作者约瑟夫·特罗是罗伯特·刘易斯·萨扬传播学教授、宾夕法尼亚大学安纳伯格传播学院研究生学习副院长，著有多本书。

Joseph Turow is Robert Lewis Shayon Professor of Communication and associate dean for graduate studies at the Annenberg School for Communication at the University of Pennsylvania and the author of several books.