Marketing implications of privacy concerns in the US and Canada

  • Pope J
  • Lowen A
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Abstract

Purpose – Increasing availability of data obtained via the internet and the proliferation of direct mail advertising provides tremendous opportunities for marketers to reach their customers. However, increased risks to the personal privacy of consumers, and attention in the media to these risks, provide unique challenges. Companies and especially direct marketers are finding that they need to change their tactics to deal with the increase in consumer concerns and privacy‐protecting behaviors. This paper aims to address these issues.Design/methodology/approach – Using the results of a multinational privacy survey, the paper examines consumer privacy concerns and privacy‐protecting behaviors in the USA and Canada. It uses factor analysis and multiple regression techniques to analyze the data.Findings – While consumer concerns about privacy are essentially the same between the two countries, the privacy‐protecting behaviors differed significantly. The paper also suggests that demographic variables influence ...

Author-supplied keywords

  • Consumer behaviour
  • Direct mail
  • Direct marketing
  • Internet
  • Privacy

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Authors

  • Jennifer A. Pope

  • Aaron M. Lowen

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