Abstract
Consumer privacy issues have become a paramount concern due to increases in surveillance technologies that enable firms to collect private information. Although scholars from a wide range of disciplines have considered issues of consumer privacy and corporate surveillance, relatively little has been written on the motivations of firms to protect their relationship with consumers while partaking in surveillance. Often, consumers do not even think about their provision of private information to corporations, but sometimes they do. If consumers feel that the surveillance practices are unfair, the corporation faces either the loss of customers, a public scandal, possible legal actions, or a combination of these. Corporations have an interest in reducing or nullifying these negative consequences; however there is scant research on consumers’ thoughts and feelings toward corporate surveillance practices. These thoughts and feelings may affect the willingness of a consumer to both provide private information to a corporation, as well as continue doing business with a corporation. This research explores how consumers’ thoughts and feelings towards location surveillance – having their location tracked and recorded – by linking consumer justice perceptions to elements of consumer privacy and surveillance. In doing so, it goes on to develop a framework – cost-benefit ration versus business model – to better understand corporate policies.
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© 2015 Academy of Marketing Science
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Plangger, K., Pitt, L., Mills, A. (2015). When Spying is not Just: A Consumer Surveillance Framework. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_189
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DOI: https://doi.org/10.1007/978-3-319-10951-0_189
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10950-3
Online ISBN: 978-3-319-10951-0
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