1. Direct marketers sometimes resort to scare tacticsfor example, to make us purchase alarm systems or subscribe to monitoring services. They also might appeal to our compassion and guilt before the holidays in soliciting money for the less fortunate. Are such emotional appeals ethical?

2. Microtargeting is a controversial persuasive technique. The textbook mentions that advertisers are trying to sweet-talk Internet users into allowing them to harvest their location information, browser history, and other personal behavior data. They argue that it is to users advantage to see ads tailored to their lifestyles and preferences. An even bigger problem than threats to privacy are narrowly focused political ads. Critics worry that misleading information cannot be rebutted if it is narrowly targeted. What are the risks of microtargeted ads (whether advertaising or political) on social media and tailored ads curated by automation?