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Collecting and using personal data: consumers’ awareness and concerns

Timothy R. Graeff (Associate Professor of Marketing and Director, Office of Consumer Research, Middle Tennessee State University, Murfreesboro, Tennessee, USA)
Susan Harmon (Assistant Professor of Marketing, Middle Tennessee State University, Murfreesboro, Tennessee, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 July 2002

20872

Abstract

Consumers are becoming increasingly concerned about the privacy of their personal information and information about their purchase behaviors. The current study examines the extent to which consumers are concerned with how their personal information is collected and used, their awareness and knowledge of data collection practices using discount (loyalty) cards, the relationship between demographics and privacy concerns, and the relationship between privacy concerns and purchase behaviors. Results from a telephone survey of 480 consumers suggest that even though consumers are concerned about how personal information is collected and used, very few consumers are aware of how discount (loyalty) cards are used to collect personal level purchase data. Results also suggest that concerns about the use of personal information vary by demographic market segments, and that privacy concerns are significantly related to consumers’ purchasing behaviors on the Internet.

Keywords

Citation

Graeff, T.R. and Harmon, S. (2002), "Collecting and using personal data: consumers’ awareness and concerns", Journal of Consumer Marketing, Vol. 19 No. 4, pp. 302-318. https://doi.org/10.1108/07363760210433627

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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