Thinking Beyond Privacy Calculus: Investigating Reactions to Customer Surveillance

Kirk Plangger and Matteo Montecchi

Journal of Interactive Marketing, 2020, vol. 50, issue C, 32-44

Abstract: As interactive technologies become more pervasive, firms are increasingly conducting customer surveillance—the acquisition, usage, and storage of consumers' personal data—more covertly and with fewer resources. Privacy calculus—the rational decision to disclose personal data—has dominated the literature to explain rational or calculated reactions to customer surveillance, however, not all reactions can be explained by rational processes. This article advances our understanding of these reactions beyond the privacy calculus concept by proposing attitudes toward customer surveillance. Based on levels of consumer privacy and consumer value concerns, these attitudes are associated with four archetypes—pragmatists, protectionists, capitalists, and apathists. By understanding these attitudes, researchers and managers can gain insight into the diversity of consumers' concerns regarding both consumer privacy and consumer value in order to better explain observed marketplace behaviors.

Keywords: Customer surveillance; Consumer privacy; Consumer value; Personal concerns; Consumer attitudes; Privacy calculus (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996819301124
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:50:y:2020:i:c:p:32-44

DOI: 10.1016/j.intmar.2019.10.004

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().