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Naked Consumer: How Our Private Lives Become Public Commodities Paperback – February 1, 1994


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Product Details

  • Paperback: 288 pages
  • Publisher: Penguin Books; Reprint edition (February 1, 1994)
  • Language: English
  • ISBN-10: 0140233032
  • ISBN-13: 978-0140233032
  • Product Dimensions: 5.1 x 0.6 x 7.7 inches
  • Shipping Weight: 2.4 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #207,677 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Former Wall Street Journal reporter Larson investigates consumer espionage and invasive marketing practices in this alarming and compelling expose.
Copyright 1993 Reed Business Information, Inc.

From Library Journal

Larson, a business journalist, takes a somewhat paranoid look at how market researchers and giant databanks invade our privacy and compile vast amounts of information that could be used against individuals or groups. However, in spite of being studied like bugs, consumers still manage to confound the researchers. While Larson acknowledges that, if marketing campaigns were perfectly aimed, people would receive ads for products that they wanted, and that they might even welcome this attention, the effort to find these customers is viewed as sinister, because of the chance of the wrong people accessing the information. David Duke's candidacy is cited as an example of the danger. Larson also explores and deplores political pollsters' effects on elections. This title might interest both market researchers and the public because of its detailed accounts of ongoing research. It would have appeal in public libraries with business or consumer collections.
- Sue McKimm, Cuyahoga Cty. P.L., Cleveland
Copyright 1992 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Most Helpful Customer Reviews

13 of 15 people found the following review helpful By Noel Poler on November 23, 2008
Format: Paperback Verified Purchase
Even though written in the early nineties, amazingly timely today (2008). Certainly technology has evolved and made data gathering exponentially easier, but the principles remain the same. I am a marketeer, so I read it not as the criticism the author intends it but as a primer of all the opportunities and implications related to data collection and aggregation. Erik Larson considers an affront to his privacy getting a sample package from P&G at his house before he is even back from the hospital with his newborn baby, to me it is just excellent data collection and marketing.

I would love to read an updated edition taking into account all the new technology.
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8 of 9 people found the following review helpful By Veggie Girl on March 28, 2012
Format: Paperback Verified Purchase
Although the information presented is pretty well documented at this point, it's still an engaging read. I would LOVE to see a new version published that takes into account for the advances in technology since the early 1990s. Email was not nearly as widespread as it is now, and spammers, banner ads and popups are surely in a league of their own when it comes to this type of research. I hope someone comes out with a new edition soon!
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14 of 18 people found the following review helpful By A Customer on July 17, 1998
Format: Paperback
..who invade and abuse the privacy rights of citizens around the world. Read this well written overview and realize that we can all be victimized by the excessive zeal of those who wish to profit from or control us...
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21 of 28 people found the following review helpful By A Customer on June 28, 2000
Format: Paperback
I graduated with a Bachelor of Science in Marketing. Let me just say that this book is the greatest. It even made me ashamed to be a marketing person! Enough said!
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More About the Author

Erik Larson is a writer, journalist and novelist. Nominated for a Pulitzer prize for investigative journalism on The Wall Street Journal, he has taught non-fiction writing at San Francisco State and Johns Hopkins.

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