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The Good, the Bad, and the Ugly: Applying Rawlsian Ethics in Data Mining Marketing
Department of Journalism and Media Communication, Colorado State University, USA.ORCID iD: 0000-0003-1253-9671
2015 (English)In: Journal of Media Ethics, ISSN 2373-6992, Vol. 30, no 1, 19-30 p.Article in journal (Refereed) Published
Abstract [en]

Using a Rawlsian approach to analyze the ethical implications of data mining within three major codes of ethics used by American marketing firms, the author argues that marketers should re-conceptualize their business conduct, as defined in their individual codes of ethics, to incorporate a Rawlsian concern for society's least advantaged members. Rawls's concept of primary goods provides the framework for the argument that anonymity, a component of privacy, is vital for consumers whose autonomy is affected by data mining. A combination of practical measures, ethical guidelines, and legislative protections are recommended for minimizing concerns about data mining, while still allowing for commercial advantages provided by the practice.

Place, publisher, year, edition, pages
Routledge, 2015. Vol. 30, no 1, 19-30 p.
Keyword [en]
data mining, marketing, ethics, Rawls, difference principle, anonymity, privacy
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:liu:diva-133846DOI: 10.1080/08900523.2014.985297OAI: oai:DiVA.org:liu-133846DiVA: diva2:1064347
Available from: 2017-01-12 Created: 2017-01-12 Last updated: 2017-01-12Bibliographically approved

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Robinson, Stephen Cory
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