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On site: to opt-in or opt-out?: It depends on the question
Journal article   Open access   Peer reviewed

On site: to opt-in or opt-out?: It depends on the question

S. Bellman, E.J. Johnson and G.L. Lohse
Communications of the ACM, Vol.44(2), pp.25-27
2001
DOI: https://doi.org/10.1145/359205.359241
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Abstract

Permission marketing requires consumers' consent before a Web site can track them with cookies, or send them marketing email, or sell their data to another company. Yet a study by Cyber Dialogue found that 69% of U.S. Internet users did not know they had given their consent to be included on email distribution lists. Here's how it's done: Using the right combination of question framing and default answer, an online organization can almost guarantee it will get the consent of nearly every visitor to its site. Although lists of people who have supposedly opted-in for permission marketing schemes are valuable sources of revenue for Web sites, high response rates alone do not mean these lists contain valuable customers.

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Citation topics
6 Social Sciences
6.185 Communication
6.185.1644 Digital Privacy
Web Of Science research areas
Computer Science, Hardware & Architecture
Computer Science, Software Engineering
Computer Science, Theory & Methods
ESI research areas
Computer Science
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