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
Economists and problem solving
PRAXEOLOGY
The science of developing rules of
Marketing and problem solving
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
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
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 Competitive advantage due to switching costs
(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)
![Privacy Policy Analysis (4 pages) 5]()
Is there strength in weak ties? How does the information economy provide assistance?
Do our “ties” require protection?
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
Right to safety
Right to be informed
Right to choose
Right to be heard
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
Inflationary period (consumer prices
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?
