The Consumer Private Space: What is and How it can be Approached without Affecting the Consumer's Privacy

The concept of privacy, seen in connection to the consumer's private space and personalization, has recently gained a higher importance as a consequence of the increasing marketing efforts of the organizations based on the capturing, processing and usage of consumer-s personal data.Paper intends to provide a definition of the consumer-s private space based on the types of personal data the consumer is willing to disclose, to assess the attitude toward personalization and to identify the means preferred by consumers to control their personal data and defend their private space. Several implications generated through the definition of the consumer-s private space are identified and weighted from both the consumers- and organizations- perspectives.

• Calin Veghes

• Consumer private space
• personalization
• privacy.

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