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BUSINESS ETHICS QUIZ 3 PROFESSOR McSHANE
DUE THURSDAY, MARCH 17, 2022 BEFORE CLASS.
Read the article from Harvard Business Review below as well as the article by Shoshana Zuboff called “Surveillance Capitalism and Social Media” that follows it.
Then answer the questions at the end.
Write one paragraph for each question.
Email your responses to
mcshanek@stjohns.edu
ARTICLE 1.
ONLINE ADVERTISING AND PERSONAL PRIVACY (Harvard Business Review)
Executive Summary
Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with tailored ads. But when this practice feels invasive to people, it can prompt a strong backlash. Marketers today need to understand where to the draw the line.
The good news is that psychologists already know a lot about what triggers privacy concerns off-line. These norms—and the authors’ research—strongly suggest that firms steer clear of two ad-targeting techniques generally disliked by consumers: using information obtained on a third-party site rather than on the site on which an ad appears, which is akin to talking behind someone’s back; and deducing information about people (such as a pregnancy) from analytics when they haven’t declared it themselves.
If marketers avoid those tactics, use data judiciously, focus on increasing trust and transparency, and offer people control over their personal data, their ads are much more likely to be accepted by consumers and help raise interest in engaging with a company and its products.
In Brief
The Change
The widespread sharing and collection of personal data online has given marketers unprecedented insight into individual consumers, enabling them to serve up solutions finely targeted to each person’s needs. But there is also evidence that this practice can lead to a consumer backlash.
The Digital Dilemma
Marketers need to understand when personalized ads will be met with acceptance or annoyance. Social scientists already know a lot about what triggers privacy concerns, and these norms can inform marketers’ actions online.
The Insight
Consumers dislike two techniques: using information obtained on a third-party website rather than the site on which the ad appears; and using inferred information about the consumer (for instance, about a pregnancy). Understanding their objections can help companies create ads that honor consumers’ privacy expectations.
ONLINE ADVERTISING AND PERSONAL PRIVACY
The internet has dramatically expanded the modern marketer’s tool kit, in large part because of one simple but transformative development: digital data. With users regularly sharing personal data online and web cookies tracking every click, marketers have been able to gain unprecedented insight into consumers and serve up solutions tailor
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