ABSTRACT
Marketers can be more responsive since they look at the impacts of products more systemically, capturing the fuller picture of the role of goods and services in the lives of the people they serve. They are also more responsible because they recognize the positive and negative consequences of using their products that supersede simple decisions to buy or not buy. The underlying idea is simple economic logic: consumers only exchange money for products if the products are worth more than the money. With "big data" the playing field has shifted in profound ways. Marketers have more information about their customers on a timely basis, allowing firms to make real-time adjustments to their product offerings. Goals for comprehending how products serve customers should shift from who buys what to how products fit into the constellation of items purchased that impact the quality of consumers' lives. Even most theoretical conceptions of customer satisfaction suggest that people are contented if they buy repeatedly.
