Database marketing: investigating privacy concerns

The rise of direct and database marketing has been well documented. There have also been some discussions of the parallel rise in consumer concerns with regard to the industry. Much of what has been written has been within a US context and there is a clear need to investigate the extent to which these issues also concern UK consumers. This paper reports the results of a qualitative study which identifies the issues which are appropriate for consideration within a UK context. The results of qualitative group discussions are discussed and supported by the broader literature review. Additionally, the paper proposes an integrative model of privacy and its antecedent variables as a foundation for further research.