Digital Privacy in the Marketplace, livre ebook

Digital Privacy in the Marketplace focuses on the data ex-changes between marketers and consumers, with special ttention to the privacy challenges that are brought about
by new information technologies. The purpose of this book is to provide a background source to help the reader think more deeply about the impact of privacy issues on
both consumers and marketers. It covers topics such as: why privacy is needed, the technological, historical and academic theories of privacy, how market exchange af-fects privacy, what are the privacy harms and protections available, and what is the likely future of privacy.
Introduction ........................................................................................xiii
Chapter 1 The Information Environment and the Privacy Problem ...1
Chapter Overview .............................................................1
The Information Environment ..........................................1
Technology Is Facilitating Information Exchange ..............8
What They Know ............................................................10
The Privacy Problem .......................................................12
Chapter Summary ...........................................................13
Chapter 2 Why Privacy Is Needed ...................................................15
Chapter Overview ...........................................................15
The Death of Privacy? .....................................................15
Toward a Redefinition of Privacy and New Behaviors ......16
Why Consumers Want/Need Privacy ..............................17
Creativity ........................................................................21
Protected Communication in Relationships ....................21
Dignity ...........................................................................22
Freedom ..........................................................................22
Why Businesses Want/Need Privacy?...............................23
Chapter Summary ...........................................................25
Chapter 3 Perspectives of Privacy: Technology History
and Academic Theories....................................................27
Chapter Overview ...........................................................27
A Brief History of Privacy and Technology ......................27
Academic Theories ..........................................................30
Privacy Boundary Theories ..............................................33
The Privacy-Marketing Cost-Benefit
Exchange and Contingencies ...........................................37
Chapter Summary ...........................................................46
Chapter 4 Information Exchange and Privacy
in the Marketplace ..........................................................49
Chapter Overview ...........................................................49
Conceptual Model of Factors Affecting
Information Exchange .....................................................49
Marketing and Exchange Theory .....................................51
Information Exchange .....................................................53
Social Contracts for Information Exchanges ....................55
Technology and Information Context .............................64
Marketer Background Factors .........................................69
Consumer Background Factors .......................................80
Summary ........................................................................81
Chapter 5 Information Based Privacy Harms ...................................83
Chapter Overview ...........................................................83
Information Sensitivities and Perceived Risks ..................83
The Perceived Risk of Different Information Types .........87
Information Harms in Exchange .....................................93
Harms from Information Collection ...............................93
Harms from Information Processing ...............................94
Harms from Intrusions....................................................95
Harms from Information Sharing ...................................96
Harms from Specific Technologies...................................98
Chapter Summary .........................................................103
Chapter 6 Forms of Protection ......................................................105
Chapter Overview .........................................................105
Externally Focused Legal and Suggested
Self-regulatory Approaches ............................................106
The Fair Credit Reporting Act .......................................108
Communication Laws ...................................................108
CAN-SPAM ACT .........................................................109
Children’s Online Privacy Protection Act ......................110
Gramm Leach Bliley Act and Privacy Notices ................110
Health Insurance Portability and Accountability Act .....111
The FTC and U.S. Regulatory Enforcement .................111
Privacy by Design ..........................................................113
Enforcement .................................................................114
EU Directive and Global Perspective .............................116
Businesses and Consumers Actions to Protect
Consumer Information Privacy .....................................117
Technologies (EPIC Online Guide
to Practical Privacy Tools n.d.) ......................................123
Chapter Summary .........................................................132
Chapter 7 The Future of Privacy ....................................................133
Chapter Overview .........................................................133
The Technological Future ..............................................134
Benefits of Future Technologies .....................................140
Risks of Future Technologies .........................................140
The Theory of Creepy ...................................................141
Cohort Effect on the Future of Privacy
and the Perception of Creepy ........................................145
Erosion of Privacy .........................................................146
Loss of Anonymity ........................................................146
Managing Creepy and the Future of Privacy ..................149
Concluding Thoughts about the Future ........................153
References ...........................................................................................155
Index .................................................................................................173