Privacy Policy Analysis (4 pages)

OPENNESS - TAPSCOTT

· First Forum

· Collaboration

· Transparency

· Sharing

· Empowerment

WHERE IS THE CONSUMER IN MARKETING?

DIFFERENT PERCEPTIONS:

Psychology and Marketing

 Problem solving for consumers

 View consumer wants and needs as “problems”

Psychology and problem solving

 FUNCTIONALISM

 What individuals do – how they do it – why they do it?

 Means and Ends

( action )Economists and problem solving

 PRAXEOLOGY

 The science of developing rules of

(   CONSUMER BEHAVIOR   Examines how consumers behave   Motivations and decision making )Marketing and problem solving

THE CONSUMER ONLINE

Continuous Partial Attention (Stone, 2007)

So many devices, so much information, so little time

 Individuals are challenged to process information in the digital age

 They pay “partial attention” when interacting online

Examples from your routines?

What does this mean for interactions or exchanges of information online?

INFORMATION ECONOMY: THE INFORMATION SECTOR

Interconnection (partnership) issues

 Netscape and Microsoft

 Bell and long distance companies

 Facebook (IG, What’sApp, Messenger)

 Google/Alphabet

 Net Neutrality and supply

Information

 Differing beliefs of how info is valued

 Costly to produce – Cheap to reproduce

 Economist view: an information good involves high fixed costs, low marginal costs

 Different values, different “versions” of info

MEDIA AND INFORMATION

INFORMATION ECONOMY CONTINUED

Production. Reproduction. Easy Intellectual Property rights to information? Information is an “Experience Good”

When does consumption occur? Often?

Giving away information…when to charge? How to charge?

 “A wealth of information creates a poverty of attention.”

 It takes a village…

INFORMATION ECONOMY CONTINUED

Value of the Internet

 Access and distribution speed

 Information Inventory

 Dependent on technology

Google, Facebook, Twitter

(   Antitrust Issues   M e rg e r s a n d a c q u isiti o n s ( e x a m p l e s? )   C oo p e r a ti v e st a n d a r d s e ttin g   M o n o p o l i z a t ion ) Competitive advantage due to switching costs

ARCHITECTURE OF PARTICIPATION

(TIM O’REILLY)

Society made up of individual members and constituent groups

Transfer of capabilities away from solely professionals to individuals

Group thinking…crowdsourcing

 Requires flexible communication tools and sharing capacity

Social software, social media, social computing

STRONG VS WEAK TIES

(GRANOVETTER, 1973)

· The theory asserts that our acquaintances (weak ties) are less likely to be socially involved with one another than are our close friends (strong ties)

· Is there strength in weak ties? How does the information economy provide assistance?

· Do our “ties” require protection?

CONSUMER MOVEMENT: FIRST ERA

How they began?

 Manufacturing Age (end of 19th century)

 Growth of cities and industrialization led to consumer problems

 Consumers needed protection

 Food preservation

 Consumer Leagues formed

 1891 New York City and “white lists”

 1898 National Consumers’ League

 The Jungle – Upton Sinclair

 Highlighted poor working conditions

 1906 Pure Food Bill

CONSUMER MOVEMENT: SECOND ERA

Competitive marketplace (1930s)

 Consumers had choices

 New product development

 Calls for product “standards”

Depression

 Price Important “Wear it out, use it up, make it do.”

 Business sector fought measures to protect consumers

 Consumers should have the right to… (sound familiar?)

 Food and Drug Administration enabled to prove safety

 Federal Trade Commission enabled to control advertising

CONSUMER MOVEMENT: THIRD ERA

· Consumers seeking product information

· Growth of Consumer Unions 1960s

· Marketing and manipulation charges

· 1962 JFKs “Consumer Message to Congress”

 Consumer Bill of Rights

1. Right to safety

2. Right to be informed

3. Right to choose

4. Right to be heard

CONSUMER EDUCATION

Consumer Unions growing

 Consumer Reports

 Educating consumers about connections to purchases of goods, services and ideas (PRODUCT)

President Johnson created Special Assistant of Consumer Affairs

( increasing )   Truth -in-Packaging   Truth –in-Lending ) Inflationary period (consumer prices

THEMES OF CONSUMER MOVEMENT(S)

How do the following apply in the Digital Age?

 New technology resulting in dangerous/unreliable products

 Social responsibilities of businesses

 Ethical concerns and dishonesty of business

“The history of the consumer movement demonstrates that new technology frequently has been applied without full understanding of or concern for its potential dangers.” (Hermann, 1970)

 Consumer movement as early warning system for impending trouble?

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