TITLE

Do Consumers Really Care About Online Privacy?

AUTHOR(S)
Han, Peter; Maclaurin, Angus
PUB. DATE
January 2002
SOURCE
Marketing Management;Jan/Feb2002, Vol. 11 Issue 1, p35
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Companies that use smart, ROI-driven marketing need to know about their consumers. But consumers don't trust companies with their personal data, right? Actually, the results of a recent nationwide survey may surprise you. We analyzed consumers' attitudes toward online privacy and companies' data mining efforts and, based on the results, offer four guidelines for companies creating online privacy policies. We also discuss the effect that Sept. 11 and recent security measures have had on privacy concerns.
ACCESSION #
5818139

 

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