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

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.


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.


Jo En Yap, RMIT University, Australia
Michael B. Beverland, University of Bath, UK
Liliana L. Bove, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 39 | 2011

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