Consumer Informational Privacy: Current Knowledge and Research Directions

In the current age of information and big data, consumer informational privacy has become an important issue in marketing. Besides being worried about the growing collection, storage, and use of personal information, consumers are anxious about a lack of transparency or control over their personal data. Despite these growing concerns, understanding of how firms' privacy practices affect consumers remains limited. We review the relevant literature on consumer privacy from a marketing perspective and summarize current knowledge about how information collection, information storage, information use, transparency, and control influence consumers' behavior. In addition, we discuss to what extent the influence of firms' privacy practices differs between firms, consumers, and environments. On the basis of this knowledge, we formulate several hypotheses aimed at providing direction for future research regarding the role of consumer informational privacy in marketing.