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Vie privée et marketing

Author

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  • Caroline Lancelot Miltgen

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

Abstract

Les TIC ont accru la possibilité de collecter et utiliser les données personnelles des citoyens. Si cela permet de concevoir des offres commerciales davantage personnalisées, l'utilisation parfois abusive de ces données pose problème. Cet article vise à comprendre la façon dont les internautes français perçoivent la sollicitation de leurs informations personnelles dans le cadre d'une relation commerciale avec un site. À travers neuf entretiens individuels, nous montrons que la décision de fournir des données à un organisme commercial serait plus liée au contexte dans laquelle la sollicitation s'opère qu'à une prédisposition à se dévoiler. Les dilemmes et paradoxes associés au dévoilement sont décrits et une justification à leur existence est proposée.

Suggested Citation

  • Caroline Lancelot Miltgen, 2011. "Vie privée et marketing," Post-Print hal-01117023, HAL.
    • Handle: RePEc:hal:journl:hal-01117023
    DOI: 10.3917/res.167.0131
    Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-01117023
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    References listed on IDEAS

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    Keywords

    Vie privée; Données personnelles;

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