Marketing Letters, Vol. 13, No. 1, pp. 5-15, 2002
Posted: 9 Jan 2009
Date Written: 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 commerce
Suggested Citation: Suggested Citation
Johnson, Eric J. and Bellman, Steven and Lohse, Gerald, Defaults, Framing and Privacy: Why Opting In-Opting Out (2002). Marketing Letters, Vol. 13, No. 1, pp. 5-15, 2002. Available at SSRN: https://ssrn.com/abstract=1324778