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Defaults, Framing and Privacy: Why Opting In-Opting Out

Marketing Letters, Vol. 13, No. 1, pp. 5-15, 2002

Posted: 9 Jan 2009  

Eric J. Johnson

Columbia Business School - Marketing

Steven Bellman

Murdoch University

Gerald Lohse

Accenture Corporation

Date Written: 2002

Abstract

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

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

Eric J. Johnson (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Steven Bellman

Murdoch University ( email )

South Street
Murdoch 6150, Western Australia
Australia

Gerald Lohse

Accenture Corporation ( email )

141 Walker Street
Chicago, IL 60601
United States

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