Essays about: "The privacy calculus theory"

Found 2 essays containing the words The privacy calculus theory.

1. 1. Genetic Data Privacy and Consumer Choice Behavior: An Exploratory Study on Direct-To-Consumer Genetic Testing

   University essay from Göteborgs universitet/Graduate School

   Author : Inês Raeiro; Xuexin Li; [2023-07-03]
   Keywords : consumer privacy; privacy calculus theory; trust; genetic data privacy; direct-to-consumer genetic testing; consumer choice behavior;

   Abstract : The rapid growth of the Direct-to-Consumer Genetic Testing (DTC-GT) industry has raised significant concerns regarding the collection, storage, and use of highly sensitive genetic information. This study aims to address the existing research gaps by examining consumer privacy and choice behavior in the context of DTC-GT. READ MORE

3. 2. Programmatic Advertising : Effective marketing strategy or invasion of privacy - A study of consumer attitudes towards Programmatic Advertising

   University essay from Södertörns högskola/Företagsekonomi

   Author : Endi Bolkvadze; Rebecka Ekblad; [2022]
   Keywords : Online marketing; Programmatic Advertising; Personalization; The Personalization-privacy paradox; The privacy calculus theory; The utility maximization theory; Personalized ads;

   Abstract : Digital marketing is constantly adapting and evolving in line with technological advances. One of these advances is the digitalization, which has given rise to Programmatic Advertising (PA). In order to practice PA, the companies need to collect data about consumers' preferences and personal interests. READ MORE