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Ethics in Behavioural Targeting: Mapping Consumers Perceptions

Ethics in Behavioural Targeting: Mapping Consumers Perceptions

Sonam Chauhan, Shubhangini Rathore
Copyright: © 2015 |Pages: 17
ISBN13: 9781466681958|ISBN10: 1466681950|EISBN13: 9781466681965
DOI: 10.4018/978-1-4666-8195-8.ch016
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MLA

Chauhan, Sonam, and Shubhangini Rathore. "Ethics in Behavioural Targeting: Mapping Consumers Perceptions." Business Law and Ethics: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 303-319. https://doi.org/10.4018/978-1-4666-8195-8.ch016

APA

Chauhan, S. & Rathore, S. (2015). Ethics in Behavioural Targeting: Mapping Consumers Perceptions. In I. Management Association (Ed.), Business Law and Ethics: Concepts, Methodologies, Tools, and Applications (pp. 303-319). IGI Global. https://doi.org/10.4018/978-1-4666-8195-8.ch016

Chicago

Chauhan, Sonam, and Shubhangini Rathore. "Ethics in Behavioural Targeting: Mapping Consumers Perceptions." In Business Law and Ethics: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 303-319. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8195-8.ch016

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Abstract

In contemporary development “Internet” is a leading advertising source. Marketing avenues from traditional media are deteriorating and online marketing earnings are growing persistently. With online advertising, behavioural targeting is emerging as a prominent trend which is expected to account for major advertising revenues; as it permits websites to discriminate advertisements according to consumers surfing patterns. This can equally raise privacy issues and can have adverse consumer responses. This study explores the consumer perception regarding the ethics of behavioural targeting when done without user consent and awareness. The study focus on two major aspects the first is about knowledge and awareness about behavioural targeting and second issues related to ethics in behavioural targeting. The result shows that consumers are unaware about behavioural targeting.

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