Privacy Concerns and Consumer Willingness to Provide Personal Information

Journal of Public Policy and Marketing - Tập 19 Số 1 - Trang 27-41 - 2000
Joseph E. Phelps1, Glen Nowak2, Elizabeth Ferrell3
1Department of Advertising and Public Relations, College of Communications, University of Alabama.
2Department of Advertising and Public Relations, College of Journalism, University of Georgia.
3School of Business Administration, Southwestern Oklahoma State University.

Tóm tắt

The authors examine potential relationships among categories of personal information, beliefs about direct marketing, situational characteristics, specific privacy concerns, and consumers’ direct marketing shopping habits. Furthermore, the authors offer an assessment of the trade-offs consumers are willing to make when they exchange personal information for shopping benefits. The findings indicate that public policy and self-regulatory efforts to alleviate consumer privacy concerns should provide consumers with more control over the initial gathering and subsequent dissemination of personal information. Such efforts must also consider the type of information sought, because consumer concern and willingness to provide marketers with personal data vary dramatically by information type.

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Journal of Public Policy and Marketing

Tập 19 Số 1

27-41

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