When, Why and How Consumers Seek to Protect their Privacy

Mirja Bues and Laura Pixa

Marketing Review St.Gallen, 2016, vol. 33, issue 2, 62-69

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.

Date: 2016
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