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ERIC Number: EJ1287349
Record Type: Journal
Publication Date: 2021-Apr
Pages: 16
Abstractor: As Provided
ISSN: ISSN-0273-4753
Addressing Online Behavioral Advertising and Privacy Implications: A Comparison of Passive versus Active Learning Approaches
Labrecque, Lauren I.; Markos, Ereni; Darmody, Aron
Journal of Marketing Education, v43 n1 p43-58 Apr 2021
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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Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A