The Effects of Marketing Intrusiveness, Privacy Knowledge, and Privacy Protecting Behaviors on Consumer Attitudes about Privacy and Personal Data Exchanges

Building on findings from a prior study that proposed and found evidence for consumer acceptance of

personal data collection being a form of coping with stress associated with participation in digital life, we focus on three moderating effects on consumer attitudes about privacy and their willingness to share personal information or have it collected without explicit permission: (1) the impact of the perceived intrusiveness of personalized unsolicited marketing communication; (2) differences in attitudes between consumers with high versus low levels of privacy knowledge; and, (3) differences in attitudes between consumers who self-report to participate in higher versus lower levels of privacy protecting behaviors.