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When, Why and How Consumers Seek to Protect their Privacy

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  • Bues, Mirja
  • Pixa, Laura

Abstract

Big data have not only offered marketers new possibilities, but have also multiplied threats to consumer privacy. Consumers face uncertainty and risk when disclosing personal information, which leads to growing privacy concerns and protective responses. This article seeks to identify the determinants of such protective behaviors.

Suggested Citation

  • Bues, Mirja & Pixa, Laura, 2016. "When, Why and How Consumers Seek to Protect their Privacy," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 62-69.
    • Handle: RePEc:zbw:hsgmrs:275847
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    References listed on IDEAS

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