The Law and Economics of Personalization: Taking Marketing Seriously
暫譯: 個人化的法律與經濟：認真對待行銷

Van Heusden, Adrianus Johannes

The Law and Economics of Personalization: Taking Marketing Seriously
  • 出版商: Springer
  • 出版日期: 2025-09-02
  • 售價: $7,200
  • 貴賓價: 9.5 折 $6,840
  • 語言: 英文
  • 頁數: 363
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3032014670
  • ISBN-13: 9783032014672
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

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商品描述

Imagine every ad, every price, and even every contract completely tailored to you -- welcome to the age of AI-driven hyper-personalization.

Today, vast amounts of consumer data are collected and processed to build individualized profiles with ever-increasing precision. This enables one-to-one interactions that evolve in real time and allow firms to influence behavior with unprecedented subtlety. Personalized marketing holds the promise of meeting consumer needs more effectively and making digital experiences more relevant and efficient. Yet this seemingly customized environment raises urgent concerns about the power of such marketing to exploit cognitive biases, reshape preferences, and deepen asymmetries in digital markets.

This book offers the first in-depth law and economics analysis of personalized marketing in the digital age. It examines how personalized advertising, pricing, and contracting challenge foundational principles of consumer protection and explores to what extent these practices are regulated under the current EU legal framework. The analysis shows that while existing rules provide some safeguards, they fall short of addressing the systemic risks posed by hyper-personalization.

To respond to these challenges, the book develops a four-part policy approach aimed at reinforcing consumer autonomy, equity, and welfare in data-driven markets and bridging the regulatory gaps that personalization opens up.

Regulating these developments involves a clear trade-off between efficiency and fairness. How much freedom do you give up in exchange for a hyper-personalized experience? How confident are you that the price you pay will not exceed what others pay for the exact same service? And what does it mean for your autonomy when an algorithm predicts your behavior better than you do yourself?

This book offers a critical starting point for future regulation and a call to rethink the role of personalization in the digital economy.

商品描述(中文翻譯)

想像一下，每一則廣告、每一個價格，甚至每一份合約都完全為你量身定做——歡迎來到人工智慧驅動的超個性化時代。

如今，大量的消費者數據被收集和處理，以建立越來越精確的個人化檔案。這使得一對一的互動能夠實時演變，並讓企業以前所未有的微妙方式影響行為。個性化行銷承諾能更有效地滿足消費者需求，並使數位體驗更具相關性和效率。然而，這種看似定制的環境引發了對此類行銷利用認知偏見、重塑偏好以及加深數位市場不對稱的緊迫擔憂。

本書提供了數位時代個性化行銷的首個深入法律與經濟學分析。它探討了個性化廣告、定價和合約如何挑戰消費者保護的基本原則，並研究這些做法在當前歐盟法律框架下的監管程度。分析顯示，雖然現有規則提供了一些保障，但仍不足以應對超個性化所帶來的系統性風險。

為了應對這些挑戰，本書提出了一個四部分的政策方法，旨在加強數據驅動市場中的消費者自主權、公平性和福祉，並填補個性化所開啟的監管空白。

監管這些發展涉及效率與公平之間的明確權衡。你願意為了超個性化的體驗放棄多少自由？你對自己所支付的價格不會超過其他人為完全相同的服務所支付的價格有多有信心？當一個演算法比你自己更準確地預測你的行為時，這對你的自主權意味著什麼？

本書為未來的監管提供了一個批判性的起點，並呼籲重新思考個性化在數位經濟中的角色。

作者簡介

Dr. Adrianus Johannes van Heusden is a lawyer-economist whose passion for law and economics runs like a red thread through his academic career. He holds two bachelor's degrees in Law and Economics from Erasmus University Rotterdam, as well as three master's degrees: an M.Sc. in Economics and Business (cum laude), an LL.M. in Commercial Law, both from Erasmus University Rotterdam, and a European Master in Law and Economics (EMLE, cum laude) from the Universities of Haifa, Ghent, and Aix-Marseille. In 2020, he won the Best Thesis Award for his thesis "The Impact of Branding on Boilerplates: A Law and Economics Analysis of Standard-Form Contracting." He completed his Ph.D. on the interplay between AI-driven marketing and consumer policy, conducting an in-depth analysis of the practice of personalized marketing. He was awarded an Erasmus Trustfonds Scholarship for his research, which facilitated a research stay at the University of Lucerne, Switzerland. His areas of expertise include microeconomics, marketing, consumer law, and digital regulation, with a particular emphasis on the Digital Services Act (DSA). Currently, he works at the European Commission as the DSA Officer for the Netherlands. Adrianus is fluent in Dutch, Spanish, English, French, German, and Italian.

作者簡介(中文翻譯)

阿德里安努斯·約翰內斯·范·赫斯登博士是一位法律經濟學家，他對法律和經濟的熱情貫穿了他的學術生涯。他擁有鹿特丹伊拉斯謨斯大學的法律和經濟兩個學士學位，以及三個碩士學位：一個是經濟與商業碩士（優等），另一個是商法碩士，均來自鹿特丹伊拉斯謨斯大學，還有一個是來自海法大學、根特大學和艾克斯-馬賽大學的歐洲法律與經濟碩士（EMLE，優等）。在2020年，他因其論文《品牌對標準條款的影響：標準格式合約的法律與經濟分析》獲得最佳論文獎。他的博士研究專注於人工智慧驅動的行銷與消費者政策之間的相互作用，深入分析個性化行銷的實踐。他因其研究獲得了伊拉斯謨斯信託基金獎學金，這使他能夠在瑞士盧塞恩大學進行研究。他的專業領域包括微觀經濟學、行銷、消費者法和數位監管，特別強調數位服務法（DSA）。目前，他在歐洲委員會擔任荷蘭的DSA官員。阿德里安努斯精通荷蘭語、西班牙語、英語、法語、德語和意大利語。

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