Understanding Consumer Privacy: A Review and Future Directions



Date of this version


Document Type



Consumer privacy; online marketing; privacy protection; right to privacy


With the rise of the marketing concept and the institutionalization of various market orientation approaches, marketers have increasingly focused on understanding the consumer. For businesses, this has led to the collection of vast amounts of consumer information. Although most consumers welcome the increased convenience and personalization that these approaches provide, many are concerned about how these practices affect their privacy. The purpose of this article is to provide an understanding of the general concept of privacy, to review and summarize the literature on consumer privacy, and to suggest future research directions that will both synthesize and expand our understanding of consumer privacy.

Published in

Academy of Marketing Science Review

Citation/Other Information

Clinton D. Lanier, Jr. and Amit Saini (2008), “Understanding Consumer Privacy: A Review & Future Directions,” Academy of Marketing Science Review, 12 (02): 1-31.