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The Psychology of Consumer Privacy

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The Intelligent Marketer’s Guide to Data Privacy

Abstract

Experts bemoan consumers’ overall lack of concern about privacy and counterintuitive or even “paradoxical” behavior that exposes them to potential privacy violations. Vast evidence shows us that though consumers say that they are worried about privacy, they do not take the precautionary measures required to protect their personal information. These consumer-levied critiques become especially salient every time a large data breach or corporate privacy failure, such as the recent Facebook–Cambridge Analytica scandal or Equifax data breach, comes to light. Yet beyond these surface-level criticisms, far less attention has been devoted to the deep psychology of privacy.

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Authors and Affiliations

  1. Foster School of Business, University of Washington, Seattle, WA, USA

    Robert. W. Palmatier

  2. Colorado State University, Fort Collins, CO, USA

    Kelly. D. Martin.

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  1. Robert. W. Palmatier
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  2. Kelly. D. Martin.
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Correspondence to Robert. W. Palmatier .

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Palmatier, R.W., Martin., K.D. (2019). The Psychology of Consumer Privacy. In: The Intelligent Marketer’s Guide to Data Privacy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-03724-6_2

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