Towards a Privacy Framework

20 Pages Posted: 17 Nov 2009

See all articles by Frauke Mattison Thompson

Frauke Mattison Thompson

Nottingham University Business School

Andrew Smith

Nottingham University Business School

Heidi Winklhofer

University of Nottingham

Date Written: November 16, 2009

Abstract

The increasing capture of more detailed personal data by organisations in the 21st century has given rise to increasing consumer privacy concerns, which undermine profitable buyer-seller relationships. As a result, there has been increasing academic interest in the notion of privacy, due to a growing inability by consumers to control their personal data and rising countermeasures by customers to protect their privacy. However, progress in this area has been hampered by the persistence of numerous and differing definitions of the term. In response to this, this paper proposes a framework of privacy as a subjective function based on 7 elements of privacy identified through the critical review of conceptual and empirical literature. This comprehensive framework allows privacy to be operationalised and help marketers to reduce potential consumer privacy intrusion.

Keywords: Privacy, Conceptualization

Suggested Citation

Mattison Thompson, Frauke and Smith, Andrew and Winklhofer, Heidi, Towards a Privacy Framework (November 16, 2009). Nottingham University Business School Research Paper No. 2009-18. Available at SSRN: https://ssrn.com/abstract=1506917

Frauke Mattison Thompson (Contact Author)

Nottingham University Business School ( email )

199 Taikang East Road
Ningbo, Zhejiang 315100
China

Andrew Smith

Nottingham University Business School ( email )

Jubilee Campus
Wollaton Road
Nottingham, NG8 1BB
United Kingdom

Heidi Winklhofer

University of Nottingham ( email )

University Park
Nottingham, NG8 1BB
United Kingdom

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