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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Johnson, E.J., Bellman, S. & Lohse, G.L. Defaults, Framing and Privacy: Why Opting In-Opting Out1 . Marketing Letters 13, 5–15 (2002). https://doi.org/10.1023/A:1015044207315
- consumer choice
- default effects
- electronic commerce