Advertising and Consumer Privacy

Abstract

Our purpose is to examine the evolving public policy and marketing domain of consumer privacy as it relates to current and future advertiser strategies and activities. After a brief introduction, the paper discusses major privacy concerns identifi ed in the literature, focusing on tensions between advertiser interests and consumer needs. The regulatory environment is chronicled next, emphasizing Federal Trade Commission (FTC) policies and domains representing old practices and new considerations-direct mail, Internet, and neuromarketing. The closing section presents a call for coherent rationale and practical guidelines for consumer self-protection, self-regulation, and legislation involving primary (product) as well as secondary (informational) exchanges.

The Importance of Trust for Personalized Online Advertising

“…Permission for this practice is seldom solicited, so that consumers are usually not aware of firms' undertakings until they receive an individualized communication (Aguirre et al 2015;Rapp et al 2009). The marketing literature regards these activities as the predominant triggers of consumers' concerns for privacy (Foxman and Kilcoyne 1993;Malhotra, Kim, and Agarwal 2004;Sheehan and Hoy 2000) where privacy is defined as "the ability of the individual to control the terms under which personal information is acquired and used" (Westin 1967, p. 7).…”

The role of perceived risk in influencing online shopping attitude among women in India

“…The term risk in ecommerce is generally associated with loss of financial information or identity theft over the ecommerce platform. Perceived risk of information security and privacy are key elements in the process of buying through the internet (Rapp et al, 2009) Researchers broadly agree to the fact that that perceived risk is a permutation of the perception of the likelihood that something will go wrong and the perception of the seriousness of the consequences (Kaplan et al, 1974;Taylor, 1974;Bettman, 1973). Perceived risk is an element that forms trust and trust is an element of attitude formation typically in the context of e-commerce forms.…”

Managing Children's Internet Advertising Experiences: Parental Preferences for Regulation

“…While research work in the area of online advertising concerns (e.g., privacy, information collection) and regulations to address them has been growing (Ham and Nelson ; Okazaki, Li, and Hirose ; Rapp et al , etc. ), there has been limited research that captures parental views on their preferences for Internet ad regulation regarding children (cf.…”