Eric Johnson

Defaults, Framing and Privacy: Why Opting In-Opting Out

Coauthor(s): Steve Bellman, Gerald Lohse.


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Differences in opt-in and opt-out responses are an important element of the current public debate concerning online privacy and more generally for permission marketing. We explored the issue empirically. Using two on-line experiments we show that the default has a major role in determining revealed preferences for further contact with a Web site. We then explore the origins of these differences showing that both framing and defaults have separate and additive effects in affecting the construction of preferences.

Source: Marketing Letters
Exact Citation:
Johnson, Eric, S. Bellman, and G. Lohse. "Defaults, Framing and Privacy: Why Opting In-Opting Out." Marketing Letters 13, no. 1 (2002): 5-15.
Volume: 13
Number: 1
Pages: 5-15
Date: 2002