The marketing field is undergoing dramatic shifts in the digital age. The increasing reliance on, collection, and use of data enabled by technological innovations requires teaching the responsible use of data for personalization, and marketing educators play a critical role. Students, universities, accrediting agencies, and employers demand curriculum that equips students with appropriate knowledge, skills, and abilities to make data-driven decisions. We explore the curricular advantages of a unique marketing course that applies a social science lens to frame the emerging issue of socially responsible data usage. This type of curriculum fulfills students’ needs for current and relevant courses; provides key knowledge, skills, and abilities for prospective employers; meets department curriculum and resource requirements, all while addressing existing and newer AACSB guidelines for “Technology Agility” with a focus on “evidence-based decision making that integrates current and emerging technologies, . . . [the] ethical use and dissemination of data, including privacy and security of data.”
Healthcare exchange often contains peril for consumers because of numerous barriers to financial well‐being (FWB). Rather than ruing specific agendas of healthcare policy, we embrace a neutral and immediately actionable approach. The authors promote gains in healthcare's current composition by empowering consumers to be proactive, where possible, in reducing power inequities and improving their own FWB. As such, the authors identify primary barriers to the FWB of healthcare consumers and propose individual opportunities within the existing healthcare structure that are likely to improve fiscal outcomes. Moreover, the current research demonstrates collaborative paths wherein power‐holders (i.e., practitioner, researcher, consumer, government) can collaborate toward and/or contribute to the same financial health. A proposed theoretical framework, with foundations of power‐responsibility equilibrium and transformative service research, gives rise to future research directions. This research is intended to provide a foundation for healthcare and FWB thought/action, and to guide coming scholarly offerings.
Online commerce changes how consumers shop for products and services-while also giving firms more control over consumers' shopping experience, more access to their information, and leading more firms to use these platforms to their financial advantage. In this research, I examine consumer perceptions of firms when they shop for products and services online (vs. offline), to determine whether consumers feel firms might use certain kinds of manipulative and deceptive tactics against consumers. Results show consumers believe firms are less likely to use manipulative and deceptive practices to increase consumer spending, when they shop online (vs. offline) for products and services. These findings remain consistent despite key individual differences (in ethnicity, gender, age, and time spent online). This research also demonstrates how certain cues can make consumers more (vs. less) suspicious of firms when they shop online and discusses the implications these findings have for consumer financial welfare.
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