Consumers dictate their own 'rules of engagement' with retailers online

Sep 21, 2009

Consumers are taking back control of their personal data as more businesses are proactively seeking detailed information (buying habits, demographic data, etc.). While retailers may use new technology as a way to gain a competitive edge, new research shows that if customers don't see the personal benefits to these data mining practices, they are likely to respond with limited or false data, or even worse, feel the desire to "get back" at the company.

This in turn creates a costly quality assurance issue for retailers and leads to poor business decisions.

Research published in an upcoming issue of the Journal of Consumer Affairs shows that consumers are not the helpless pawns that consumer protection advocates often portray them to be. Consumers have developed special "rules of engagement" by which they will "play" online about which businesses should be concerned.

The researchers, Amit Poddar, Jill Mosteller, and Pam Scholder Ellen conclude, "Understanding how customers decide when and what information to share is crucial to improving the delivered products, services and experiences with online marketers."

More information: This study is published in the Special Fall issue of the Journal of Consumer Affairs on the topic of Privacy Literacy — How Understand and Protect Their Privacy.

Source: Wiley (news : web)

Explore further: A call to US educators: Learn from Canada

Related Stories

Consumers worried over holiday ID theft

Nov 22, 2005

A majority of consumers believe they are more susceptible to identity theft during the holiday season, reports a survey by Sun Microsystems.

Paper, plastic or digital? Technology is changing shopping

Sep 29, 2005

The past few years have seen the advent of new technologies that may completely change the way people shop and how retailers interact with their customers. For consumers, that could mean having a store offer recipes as soon ...

Paper, plastic or digital? Technology is changing shopping

Oct 03, 2005

The past few years have seen the advent of new technologies that may completely change the way people shop and how retailers interact with their customers. For consumers, that could mean having a store offer recipes as soon ...

IBM Takes RFID to the Next Level

Jun 14, 2005

Delivering on its $250 million investment in sensor technology announced last fall, IBM today unveiled new services, software and technology to accelerate Radio Frequency identification (RFID) adoption. RFID uses electronic tag ...

Errors in consumer judgments studied

Oct 19, 2006

Research shows both experts and novices can make notoriously poor consumer judgments and U.S. scientists say they believe they've determined why that is.

Recommended for you

A call to US educators: Learn from Canada

4 hours ago

As states and the federal government in the U.S. continue to clash on the best ways to improve American education, Canada's Province of Ontario manages successful education reform initiatives that are equal parts cooperation ...

Devices or divisive: Mobile technology in the classroom

Apr 17, 2015

Little is known about how new mobile technologies affect students' development of non-cognitive skills such as empathy, self-control, problem solving, and teamwork. Two Boston College researchers say it's ...

Forming school networks to educate 'the new mainstream'

Apr 17, 2015

As immigration increases the number of non-English speaking "culturally and linguistically diverse" students, schools will need to band together in networks focused on the challenges of educating what has been called "the ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.