Marketing without Consent: Consumer Choice and Costs, Privacy and Public Policy
Journal of Public Policy & Marketing
Most of the privacy debate pertains to personal information being collected and disseminated in databases without consumer consent or perhaps even knowledge. The author asserts that a more important issue is how these databases are used to impose marketing costs on consumers without their consent. All marketers realize it is costly to communicate to potential consumers, but they often forget that consumers bear some marketing communications costs as well. The author suggests that economic efficiency would be enhanced by requiring marketers to internalize at least some of the consumer costs, particularly those likely to be borne involuntarily. Current regulations address only some costs for some media and often limit rather than enhance consumer choice. The author presents new public policy recommendations to improve efficiency and consumer choice.
Marketing | Public Policy
Petty, Ross D. 2000. "Marketing Without Consent: Consumer Choice and Costs, Privacy, and Public Policy." Journal of Public Policy & Marketing 19, no. 1: 42-53.