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Who wants privacy protection, and what do they want?
Author(s) -
Perri
Publication year - 2002
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.91
Subject(s) - scope (computer science) , argument (complex analysis) , salient , perception , privacy policy , business , marketing , consumer research , consumer protection , internet privacy , sociology , economics , information privacy , law and economics , psychology , computer science , law , political science , biochemistry , chemistry , neuroscience , programming language
As privacy controversies have become more salient since the early 1980s, one response by policy makers has been to try to encourage consumers to demand privacy protection, by expecting goods and services to be designed with privacy‐enhancing technologies (PETs) embedded in them. But what scope is there for this? Conventional approaches to understanding consumer demand for privacy protection have not been very helpful in providing robust accounts of when consumers will want which kinds of protection. This paper offers a neo‐Durkheimian institutionalist theoretical account of the roots of consumer preferences for privacy and services with PETs in particular, which yields testable hypotheses for future research. It grounds preferences in risk perceptions, shows how distinct styles of risk perceptions are the result of distinct types of situation in social organisation, and derives typical demand curves for each of these types, before exploring the extent of mobility of preferences predicted by the theory, which in turn provides the basis for understanding the scope for persuading consumers to demand privacy‐respecting services of different types. Rooted in the sociology of knowledge and in anthropological approaches, the argument represents a challenge to psychometric, naïve empiricist and postmodernist accounts, and it offers a distinct research agenda. Copyright © 2002 Henry Stewart Publications Ltd.