Consumer attitudes towards disclosing personal data for direct marketing

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Abstract:

The self-disclosure of individual-level consumer data, such as interests, opinions, beliefs, competitor spending habits and future purchase intentions, for direct marketing purposes is voluntary in nature. This raises the prospect that such information may be to some extent incomplete and unreliable. But the completeness and reliability of voluntarily disclosed personal data for direct marketing purposes have received little attention in the literature. Using 157 personal interviews, this study quantifies typical levels of personal information omission and falsification in voluntary disclosures. The types of personal data that consumers tend to omit and falsify are identified, and an understanding of the underlying reasons is provided with a consideration of the implications for direct marketing practice.Journal of Direct Data and Digital Marketing Practice (2006) 7, 203–215; doi:10.1057/palgrave.dddmp.4340527

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.dddmp.4340527

Affiliations: 1: 115 Heron Close, Mountain, Queensbury, Bradford, West Yorkshire, BD13 1NR, UK, Tel: +44 (0)1274 266007, Email: gary.robertshaw@cox.co.uk 2: 2professor of marketing at the Huddersfield University Business School

Publication date: January 1, 2006

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