Information Technology, Marketing Practice, and Consumer Privacy: Ethical Issues

Marketers' use of the new information technologies has provided the opportunity for improved market segmentation and target marketing. However, the profession faces ethical conflicts because application of these technologies commonly invades consumer privacy. The authors examine the ethical dim...

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Bibliographic Details
Published in:Journal of public policy & marketing 1993-04, Vol.12 (1), p.106-119
Main Authors: Foxman, Ellen R., Kilcoyne, Paula
Format: Article
Language:English
Subjects:
Consumer behavior
Consumer credit
Consumer information
Consumers
Deontological ethics
Ethics
Government
Information dissemination
Information technology
Invasion of privacy
Marketing
Marketing Ethics
Marketing information systems
Personal computers
Personal information
Privacy rights
Right of privacy
Right to privacy
Social responsibility
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Summary:Marketers' use of the new information technologies has provided the opportunity for improved market segmentation and target marketing. However, the profession faces ethical conflicts because application of these technologies commonly invades consumer privacy. The authors examine the ethical dimensions of marketing practice in relation to consumer privacy. The meaning of privacy in a marketing context is explored and specific marketing threats to consumer privacy are described. After examining current and potential mechanisms to safeguard consumer privacy, the authors conclude that marketers must make an active commitment to ethical behavior in this area if restrictive legislation is to be avoided.
ISSN:0743-9156
1547-7207
DOI:10.1177/074391569501200111