Addressing Online Behavioral Advertising and Privacy Implications: A Comparison of Passive Versus Active Learning Approaches

Lauren I. Labrecque · Ereni Markos · Aron Darmody

25 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Ethics in Business and Education Privacy, Security, and Data Protection

Abstract

Sophisticated technology advances are delivering new and powerful ways for marketers to collect and use consumer data. These data-driven marketing capabilities present a unique challenge for students, as they will soon be expected to manage consumer data and make business decisions based on ethical, legal, and fiscal considerations. This article attempts to address shortcomings related to the “information privacy gap” in marketing education by providing educators with an online behavioral advertising exercise that they can employ in their courses. This article offers educators an easy-to-implement learning exercise that can help students better comprehend these new technologies and the implications for consumer privacy. Furthermore, we compare two exercises (active vs. passive learning) to assess the outcomes of each approach.

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1983Experiential Learning : Experience as the Source of Learning and Development 1987Developing Buyer-Seller Relationships 1993Factors Affecting Trust in Market Research Relationships 2004Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model 2015Big other: Surveillance Capitalism and the Prospects of an Information Civilization 1999Building consumer trust online 2015Privacy and human behavior in the age of information 2006Consumer Trust in an Internet Store: A Cross-Cultural Validation

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