Doing Privacy: Exploring the Nature of Consumer Privacy and Privacy Management Strategies

Jo En Yap, RMIT University, Australia
Michael B. Beverland, University of Bath, UK
Liliana L. Bove, University of Melbourne, Australia
Using image-elicited depth interviews, we explore how consumers define privacy and how they achieve it. We find that the meaning informants ascribe to privacy (sovereignty over one’s personal domain) is a reflection of dominant socio-cultural influences. We also identify four categories of strategies used to “do” privacy: withdraw, defend, attack and/or reconcile.
[ to cite ]:
Jo En Yap, Michael B. Beverland, and Liliana L. Bove (2011) ,"Doing Privacy: Exploring the Nature of Consumer Privacy and Privacy Management Strategies", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 515-516.