Defaults, Framing and Privacy: Why Opting In-Opting Out1
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Differences in opt-in and opt-out responses are an important element of the current public debate concerning on-line privacy and more generally for permission marketing. We explored the issue empirically. Using two on-line experiments we show that the default has a major role in determining revealed preferences for further contact with a Web site. We then explore the origins of these differences showing that both framing and defaults have separate and additive effects in affecting the construction of preferences.
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- Defaults, Framing and Privacy: Why Opting In-Opting Out1
Volume 13, Issue 1 , pp 5-15
- Cover Date
- Print ISSN
- Online ISSN
- Kluwer Academic Publishers
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- consumer choice
- default effects
- electronic commerce
- Industry Sectors
- Author Affiliations
- 1. The Norman Eig Professor of Business, Uris Hall 514, Department of Marketing, Columbia School of Business, Columbia University, 3022 Broadway, New York, 10027
- 2. Lecturer in Electronic Commerce, Graduate School of Management, University of Western Australia, Nedlands, WA, 6907
- 3. Accenture The Wanamaker Building, 100 Penn Square East, Philadelphia, PA, 19107