On site: to opt-in or opt-out?: It depends on the question
Bellman, S., Johnson, E.J. and Lohse, G.L. (2001) On site: to opt-in or opt-out?: It depends on the question. Communications of the ACM, 44 (2). pp. 25-27.
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Permission marketing requires consumers' consent before a Web site can track them with cookies, or send them marketing email, or sell their data to another company. Yet a study by Cyber Dialogue found that 69% of U.S. Internet users did not know they had given their consent to be included on email distribution lists. Here's how it's done: Using the right combination of question framing and default answer, an online organization can almost guarantee it will get the consent of nearly every visitor to its site. Although lists of people who have supposedly opted-in for permission marketing schemes are valuable sources of revenue for Web sites, high response rates alone do not mean these lists contain valuable customers.
|Publication Type:||Journal Article|
|Publisher:||ACM Digital Library|
|Copyright:||2001 ACM Inc.|
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