Arbeitspapier

An Empirical Approach to Understanding Privacy Concerns

This paper shows that privacy concerns in commercial contexts are not solely driven by a desire to control the transmission of personal information or to avoid intrusive direct marketing campaigns. When they express privacy concerns, consumers anticipate indirect economic consequences of data use, such as price discrimination. Our general hypothesis is that consumers are capable of expressing differentiated levels of concerns in the presence of changes that suggest indirect consequences of information transmission. We suggest that there is a homo economicus behind privacy concerns, not simply a primal fear. This hypothesis is tested in a large-scale experiment evoking the context of affinitybased direct marketing of insurances, which relies on data transmitted by alumni associations. Because opt-in and opt-out choices offered by firms to consumers usually capture non-situational preferences about data transmission, their ability to enact privacy concerns is questioned by our findings.

Sprache
Englisch

Erschienen in
Series: ESMT Working Paper ; No. 09-001

Klassifikation
Management
Marketing and Advertising: Government Policy and Regulation
Thema
privacy
opt-in/opt-out
insurance
Datenschutz
Konsumentenverhalten
Informationsverbreitung
Test

Ereignis
Geistige Schöpfung
(wer)
Wathieu, Luc
Friedman, Allan
Ereignis
Veröffentlichung
(wer)
European School of Management and Technology (ESMT)
(wo)
Berlin
(wann)
2009

Handle
URN
urn:nbn:de:101:1-201106143564
Letzte Aktualisierung
20.09.2024, 08:22 MESZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Arbeitspapier

Beteiligte

  • Wathieu, Luc
  • Friedman, Allan
  • European School of Management and Technology (ESMT)

Entstanden

  • 2009

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