Journal article
On site: to opt-in or opt-out?: It depends on the question
Communications of the ACM, Vol.44(2), pp.25-27
2001
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.
Details
- Title
- On site: to opt-in or opt-out?: It depends on the question
- Authors/Creators
- S. Bellman (Author/Creator) - The University of Western AustraliaE.J. Johnson (Author/Creator) - Columbia UniversityG.L. Lohse (Author/Creator) - McKinsey & Company (United States)
- Publication Details
- Communications of the ACM, Vol.44(2), pp.25-27
- Publisher
- ACM Digital Library
- Identifiers
- 991005541374507891
- Copyright
- 2001 ACM Inc.
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Journal article
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- Collaboration types
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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