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• W2521569115 abstract "The disclosure of detailed, non-transactional individual-level consumer information for direct marketing purposes is essentially voluntary in nature. This raises the possibility that those consumers who elect to disclose such information may be atypical of the general population. Using 256 personal interviews and a case study this paper explores demographic and value system differences between contributors of personal information and abstainers, and provides an interpretive insight into the reasons underlying the differences. The results of this study reveal that consumers who voluntarily contribute personal information for direct marketing purposes are different to those who abstain, both qualitatively and with respect to values, prompting a re-appraisal of current targeting and customer profiling methods. Background There is an increasing recognition within the literature of the failure of conventional, aggregated consumer classifications systems to adequately segment and define the postmodern market (Hagel and Rayport 1997a, Petrison et al 1997, Zahavi and Levin 1997, McCorkell 1998, Fairlie 1998, Kelly 2000, Mitchell 2000, Robertshaw 2000). In the postmodern era, attempting to match one umbrella positioning strategy to the needs of assumed amorphous consumer groups will inevitably be less successful than developing multiple personalised strategies (Peltier and Schribrowsky 1997, Pitta 1998, Mitchell 2000). Essentially, the proliferation of splintering market sub-segments demands a more precise mode of consumer classification. In tandem, rapidly improving database technology has facilitated the faster storage, processing and modelling of vaster amounts of complex individual-level consumer information (Petrison et al 1997, Kahan 1998, McCorkell 1998, Pitta 1998, Mitchell 2000, Courtheoux 2000, Micheaux and Gayet 2001,Wind and Rangaswamy 2001). Market fragmentation and increased consumer eclecticism coupled with improvements in database technology have now led to a growing number of companies abandoning mass marketing techniques in favour of personalised marketing programmes that better meet the needs of the individual (Firat and Shultz 1997, Robertshaw 2000, Pitta 1998). Over the last decade the shift towards personalised forms of marketing has been accentuated by the advent of digital communication channels including the Internet, interactive television and mobile telephones, allowing the direct marketing industry to increasingly communicate and interact with individual consumers on a real-time basis (Hagel and Rayport 1997a, Courtheoux 2000). Aggregated systems of analysis, which previously involved a single" @default.
• W2521569115 created "2016-09-30" @default.
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• W2521569115 date "2005-01-01" @default.
• W2521569115 modified "2023-09-26" @default.
• W2521569115 title "Voluntary Disclosures of Personal Information for Direct Marketing Purposes: A Quantitative and Qualitative Comparison of Differences between Contributors and Abstainers" @default.
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