Part#1: Read the short article posted on Module 2: Are consumers getting less creeped out about being tracked online?
NOTE: You MUST perform some additional research on the subject and use them to formulate your answers and support your arguments.
Here are the three questions you must answer in your video:
1. Do you believe that data collection may pose more risks than benefits for consumers? Explain.
2. Should customers be concerned about how companies or the government are using their data? Why?
3. Should consumers give up personalized experiences and convenience to protect the privacy of their data? Would you do that?
Part#3: Read and reply to at least two (2 ) of your classmates' postings. Your responses must be substantive. Please comment in a substantive and analytical manner. (min-1:30 minutes reply post)
I will post my classmates replies later once they post!!
MKTG 341 – Consumer Behavior MONTCLAIR STATE UNIVERSITY
Feliciano School of Business Prof. Claira Zambon Versland
MODULE 2 – DISCUSSION BOARD #1
ARTICLE: Are consumers getting less creeped out about being tracked online?
By Tom Ryan April, 2021
While privacy concerns are certainly heightening amid legislation and calls for increased transparency, inhibitions about sharing information for a better online experience may be decreasing at an even faster pace. A recent survey of more than 5,000 global consumers from Cheetah Digital and Econsultancy shows many common online tracking practices to be considered only slightly more “creepy” than “cool.” These include:
• Adverts on social media sites based on recent shopping experiences on other sites: 48 percent, “cool”; 52 percent, “creepy”;
• An email reminder or advert about a product abandoned in an online shopping cart: 46 percent, “cool”; 54 percent, “creepy”;
• Personalized offers after staying on a brand’s site for more than two minutes: 46 percent, “cool”; 54 percent “creepy”;
• A chatbot that has access to past purchase history to help with online shopping: 44 percent, “cool”; 56 percent, “creepy”.
• One method accepted by the wide majority is offering recommendations based on past purchases: 73 percent, “cool”; 27 percent, “creepy.”
Some practices considered by a wide majority as invasive, or “creepy,” include advertisements that follow them across devices, advertisements related to something they talked about near a smart device, and advertisements from companies they don’t know based on location data. Surveys continue to show consumers are concerned about companies tracking their data but also wanting a higher level of personalization. A McKinsey study from 2019 found some 40 percent of U.S. consumers indicating they were not as concerned about the tracking and capturing of their content consumption, purchases, online searches or even usage of their opt-in wristbands (such as Fitbits. More invasive targeting actions were seen as algorithms having full- text access to emails, the use of facial recognition in physical stores and voice recognition devices listening in while connected in homes. Merkle’s second edition of its Consumer Experience Sentiment Report based on a survey of 1,300 U.S. consumers in March found the percentage of respondents who are uncomfortable sharing personal information, regardless of the benefit, decreased to 23 percent of respondents from 28 percent a year ago. The feeling that personalization makes it easier to find products/services of interest rose to 49 percent from 47 percent.
- ARTICLE: Are consumers getting less creeped out about being tracked online?