Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

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.

PDF - Authors' Version
Download (233kB)
Link to Published Version:
*Subscription may be required


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.

Item Type: Journal Article
Publisher: ACM Digital Library
Copyright: 2001 ACM Inc.
Item Control Page Item Control Page


Downloads per month over past year