Consumer privacy and name removal across direct marketing channels: Exploring opt-in and opt-out alternatives

The authors examine consumer perspectives of data collection awareness and knowledge of name removal mechanisms, such as opt in and opt out, across ma il, telephone, and Internet direct channels. The authors investigate consum er privacy states based on the fair information practices of notice (data c ollection awareness) and choice (knowledge of name removal mechanisms). Dat a from a national survey suggest that name removal preference varies by cha nnel, consumer privacy state, channel-specific purchase experience, and con sumer demographics. Empirical support is also found for alternative approac hes (i.e., opt-in methods)for removing personal information from direct mar keting lists.