个体消费是指是消费基金归个人或家庭所有，家庭和个人根据自己的经济状况和审美情趣选择适合自身的具体的消费方式。
与此相反，汽车属高档消费品，通过精密的经销商网络销售给个体消费者，年销量达数百万辆。
Cars, in contrast, are aspirational consumer items, sold in their millions to individuals through elaborate dealer networks.
与通过传统广播媒体进行广告的效用降低相对，企业开始大量利用社会网络技术与个体消费者的详细对话。
Combat declines in the efficacy of advertising through traditional broadcast media, and exploit social networking technology to converse in detail with individual consumers.
这里的关键就是，每个个体消费者的偏好并不完全是由其本人决定的，而是会受大多数人以及市场现状的影响。
The point is that individual consumer preferences are often shaped not entirely by the individual, but by the collective preferences of the masses, and by the status quo in the marketplace.
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