Defaults, Framing and Privacy: Why Opting In-Opting Out
Eric J. Johnson
Columbia Business School - Marketing
Marketing Letters, Vol. 13, No. 1, pp. 5-15, 2002
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.
Keywords: privacy, consumer choice, framing, default effects, electronic commerceAccepted Paper Series
Date posted: January 9, 2009
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