Journal of Business Ethics 67 (2):107 - 123 (2006)

Technology used in online marketing has advanced to a state where collection, enhancement and aggregation of information are instantaneous. This proliferation of customer information focused technology brings with it a host of issues surrounding customer privacy. This article makes two key contributions to the debate concerning digital privacy. First, we use theories of justice to help understand the way consumers conceive of, and react to, privacy concerns. Specifically, it is argued that an important component of consumers’ privacy concerns relates to fairness judgments, which in turn comprise of the two primary components of distributive and procedural justice. Second, we make a number of prescriptions, aimed at both firms and regulators, based on the notion that consumers respond to perceived privacy violations in much the same way they would respond to an unfair exchange.
Keywords Digital privacy  fairness  online behavioural marketing  theories of justice
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DOI 10.1007/s10551-006-9007-7
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References found in this work BETA

The Social Psychology of Procedural Justice.E. Allan Lind & Tom R. Tyler - 1988 - Springer Science & Business Media.
Privacy, the Workplace and the Internet.Seumas Miller & John Weckert - 2000 - Journal of Business Ethics 28 (3):255 - 265.
And the Internet.John Weckert - 2000 - Journal of Business Ethics 28 (3):255-265.

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