The role of data privacy in marketing
This paper captures the current state of privacy scholarship in marketing and related disciplines. We examine theoretical perspectives and empirical findings about data and information privacy grouped according to privacy’s role in society, the psychology of privacy, and the economics of privacy. Although a coherent subset of research themes provide deep understanding, theoretical and empirical findings show this narrow focus also has constrained our view of privacy to consumer, organizational, ethical, or legal silos. In response, we take a necessary step toward expanding the privacy domain across these borders, emphasizing the compelling synergies that span multiple interests. We conclude by highlighting future research themes that embody a multidimensional approach, which blends the many interconnected concerns that feature in contemporary privacy questions in marketing. Since internal and external stakeholders are affected in multiple and potentially unforeseen ways by data privacy issues, additional work in this space remains critical and needed.
KeywordsPrivacy Big data Ethics Review article
The authors are grateful for the insightful feedback of the Editor-in-Chief and the anonymous reviewers.
- Altman, I. (1975). The environment and social behavior: Privacy, personal space, territory, and crowding. Monterey, CA: Brooks/Cole Publishing.Google Scholar
- Awad, N. F., & Krishnan, M. S. (2006). The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization. MIS Quarterly, 30, 13–28.Google Scholar
- Brandimarte, L., Acquisti, A., & Lowenstein, G. (2012). Misplaced confidences: privacy and the control paradox. Social Psychological and Personality Science, 4, 341–347.Google Scholar
- Brehm, J. W. (1966). A theory of psychological reactance. Oxford, England: Academic Press.Google Scholar
- Culnan, M. J., & Williams, C. C. (2009). How ethics can enhance organization privacy: Lessons from the Choice Point and TJX data breaches. MIS Quarterly, 33, 673–687.Google Scholar
- Ernst & Young (2015), Megatrends 2015: Making sense of a world in motion. EY Global Report.Google Scholar
- European Commission (2016). EU Commission and United States agree on new framework for transatlantic data flows: EU-US Privacy Shield. Retrieved April 4, 2016 from http://europa.eu/rapid/press-release_IP-16-216_en.htm.
- Foxman, E. R., & Kilcoyne, P. (1993). Marketing practice, and consumer privacy: Ethical issues. Journal of Public Policy & Marketing, 12, 106–119.Google Scholar
- Goldfarb, A., & Tucker, C. (2013). Why managing customer privacy can be an opportunity. MIT Sloan Management Review, 54, 10–12.Google Scholar
- Goodman, M. (2016). Future crimes: Inside the digital underground and the battle for our connected world. New York: Anchor Books.Google Scholar
- Jones, M. G. (1991). Privacy: A significant marketing issue for the 1990s. Journal of Public Policy & Marketing, 10, 133–148.Google Scholar
- Lanier Jr., C. D., & Saini, A. (2008). Understanding consumer privacy: A review and future directions. Academy of Marketing Science Review, 12, 1–45.Google Scholar
- Lichtblau, E., & Apuzzo, M. (2016). Justice department calls Apple’s refusal to unlock iPhone a ‘marketing strategy.’ New York Times. Retrieved March 11, 2016, from www.nytimes/2016/02/20/business/.Google Scholar
- Morey, T., Forbath, T., & Schoop, A. (2015). Customer data: Designing for transparency and trust. Harvard Business Review, 93, 96–105.Google Scholar
- Murphy, P. E., Laczniak, G. R., Bowie, N. E., & Klein, T. A. (2005). Ethical marketing. Upper Saddle River, NJ: Pearson.Google Scholar
- Nissenbaum, H. (2010). Privacy in context: Technology, policy, and the integrity of social life. Palo Alto, CA: Stanford University Press.Google Scholar
- Peterson, A. (2016). FCC cracks down on Verizon Wireless for using ‘supercookies.’ Washington Post. Retrieved March 11, 2016 from www.washingtonpost.com/news/.
- Ponemon Institute (2015). 2015 Cost of data breach study: Global analysis. Ponemon Institute Research Report, available at (www.ibm.com/services).
- Rawls, J. (1971). A theory of justice. Cambridge, MA: Harvard University Press.Google Scholar
- Singer, N. (2012), Mapping, and sharing, the consumer genome. New York Times. Retrieved April 4, 2016 from www.nytimes/2012/06/17/technology.Google Scholar
- Smith, J. H., Milberg, S. J., & Burke, J. B. (1996). Information privacy: Measuring individuals’ concerns about organizational practices. MIS Quarterly, 167–196.Google Scholar
- Solove, D. J. (2008). Understanding privacy. Cambridge, MA: Harvard University Press.Google Scholar
- Solove, D. J. (2011). Nothing to hide: The false tradeoff between privacy and security. New Haven, CT: Yale University Press.Google Scholar
- Warren, S., & Brandeis. L. (1890). The Right to Privacy. In F. Schoeman (Ed.), Philosophical Dimensions of Privacy (pp. 75–103). Cambridge: Cambridge University Press (Originally published in Harvard Law Review, 4 p. 193).Google Scholar
- Westin, A. (1967). Privacy and freedom. New York: Antheneum.Google Scholar
- White House (2012). Consumer data privacy in a networked world: A framework for protecting privacy and promoting innovation in the global digital economy. D.C.: Washington.Google Scholar
- White House (2014). Big data: Seizing opportunities, preserving values. D.C.: Washington.Google Scholar
- Wirtz, J., & Lwin, M. O. (2009). Regulatory focus theory, trust, and privacy concern. Journal of Service Research, 20, 1–18.Google Scholar