Graduate Theses & Dissertations

An Ethical Analysis of Bell's Targeted Ad Prorgram
Online behavioural advertising (OBA) is an advertising technique which relies on collected customer information and online activity to serve people with more relevant ads. On November 16th, 2013, Bell Canada launched their first OBA program via Bell Mobility: the Bell Targeted Ads Program, or BTAP. My thesis provides an ethical analysis of BTAP and shows that Bell undermined and violated customer privacy, stifled customer autonomy, and harmed customer identity. Relevant moral problems include typification, a disrespecting of customer autonomy, and identity commodification. I show that BTAP was unethical by grounding my arguments within the moral framework of Information Ethics (IE). IE is an ethical system which focuses on the role of information in the ethical dilemmas. IE also justifies the self-constitutive theory of privacy (SCP) which argues that our information and privacy are entangled with our identities. This gives us strong reason to defend our privacy/identity within BTAP. After making several arguments which demonstrate that BTAP was unethical, I will then turn my attention to showing how it is possible to rectify and mitigate many of BTAP’s ethical problems by installing a two-stage opt-in (TSOI) which provides customers with a greater deal of autonomy, and the ability to remove themselves from BTAP. Author Keywords: Bell Canada, Ethics, Identity, Online Behavioural Advertising, Privacy, Targeted Advertising
An Emprirical Investigation into the Relationship Between Education and Health
Health literature has long noted a positive correlation between health and levels of education. Two competing theories have been advanced to explain this phenomenon: (1) education "causes" health by allowing individuals to process complex information and act on it; and, (2) education and health are merely correlated through some third underlying characteristic. Determining which of these two theories is correct is of importance to public policy. But that task is empirically difficult because, from the standard, static perspective, the theories are observationally equivalent. We exploit a way in which the two theories have different implications regarding the sort of behaviour we should observe over time. We use smoking as a measure of health behaviour and find that smoking rates between "high" and "low" educated individuals expand when information is hard to process, and then contract as it becomes more easily processable. This approach is then repeated using physical activity as a measure of health-related behaviour to address limitations of the smoking model. Our novel approach to estimating the differences in the behavioural responses to changes in the processability of health-related information, across education groups, provides strong evidence in support of the view that education and health are causally linked. Author Keywords: applied statistics, education, health economics, public health, public policy, smoking

Search Our Digital Collections


Enabled Filters

  • (-) ≠ Reid
  • (-) ≠ Metcalfe
  • (-) ≠ Medical imaging
  • (-) = Applied Modeling and Quantitative Methods
  • (-) ≠ Master of Science

Filter Results


2011 - 2021
Specify date range: Show
Format: 2021/01/26

Author Name

Name (Any)