A market-oriented approach to responsibly managing information privacy concerns in direct marketing

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dc.contributor.author Dolnicar, S.
dc.contributor.author Jordaan, Yolanda
dc.date.accessioned 2008-03-18T09:12:33Z
dc.date.available 2008-03-18T09:12:33Z
dc.date.issued 2007
dc.description.abstract Marketing communications media technologies have the potential to be intrusive and influence consumers' perceptions of marketing communication. Aggressive direct marketing (DM) is one communication tool that has the potential to lead to consumer concern about information privacy. Concerned consumers change their behavior: They refuse to buy through risky channels or provide information, thus jeopardizing the aim of DM. Responsible DM can prevent such reactions and build trust. Typical measures taken and recommended to protect consumers from privacy violations are of a regulative rather than a market-oriented nature, which is directly opposed to companies' profitmaximization aims. We propose a segmentation-based approach for responsible DM, based on consumer heterogeneity regarding privacy concerns and privacy-related behavior. Using two independent samples from South Africa and Australia, we explore consumers' views on privacy issues and examine the potential of a market-oriented approach to responsible DM. en
dc.format.extent 148373 bytes
dc.format.mimetype application/pdf
dc.identifier.citation Dolnicar, S & Jordaan, Y 2007, 'A market-oriented approach to responsibly managing information privacy concerns in direct marketing', Journal of Advertising, vol. 36, no. 2, pp. 123-149. [http://www.mesharpe.com/] en
dc.identifier.issn 0091-3367
dc.identifier.other 10.2753/JOA0091-3367360209
dc.identifier.uri http://hdl.handle.net/2263/4757
dc.language.iso en en
dc.publisher M.E. Sharpe en
dc.rights M.E. Sharpe en
dc.subject Direct marketing (DM) en
dc.subject Integrated marketing communication (IMC) en
dc.subject Consumer Information Privacy en
dc.subject Privacy Segmentation Index (PSI) en
dc.subject.lcsh Privacy en
dc.subject.lcsh Direct marketing en
dc.title A market-oriented approach to responsibly managing information privacy concerns in direct marketing en
dc.type Preprint Article en


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