IDEAS home Printed from https://ideas.repec.org/a/zbw/iprjir/247656.html
   My bibliography  Save this article

The exploitation of vulnerability through personalised marketing communication: Are consumers protected?

Author

Listed:
  • Strycharz, Joanna
  • Duivenvoorde, Bram Benjamin

Abstract

While data-driven personalisation strategies in marketing offer consumers several benefits, they potentially also create new disparities and vulnerabilities in society, and in individuals. This article explores in what ways application of so-called personalised marketing communication may lead to exploitation of vulnerability of consumers and builds on empirical findings on the issue by investigating if consumers are protected against such vulnerabilities under EU consumer protection law. We show a number of ways in which personalisation may lead to exploitation of internal and external vulnerabilities and that EU consumer law contains significant barriers to effectively address such exploitation.

Suggested Citation

  • Strycharz, Joanna & Duivenvoorde, Bram Benjamin, 2021. "The exploitation of vulnerability through personalised marketing communication: Are consumers protected?," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 10(4), pages 1-27.
    • Handle: RePEc:zbw:iprjir:247656
    DOI: 10.14763/2021.4.1585
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/247656/1/177991962X.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.14763/2021.4.1585?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Frederik Zuiderveen Borgesius & Joost Poort, 2017. "Online Price Discrimination and EU Data Privacy Law," Journal of Consumer Policy, Springer, vol. 40(3), pages 347-366, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mark A. Bellis & Sally McManus & Karen Hughes & Olumide Adisa & Kat Ford, 2024. "The Commercial Determinants of Violence: Identifying Opportunities for Violence Prevention through a Public Health-Based Framework Analysis," IJERPH, MDPI, vol. 21(3), pages 1-18, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Christian Niemeier & Richard Pospisil, 2021. "The Effects of User Tracking and Behavioral Management on Online Prices: A Theoretical Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 386-398.
    2. de Streel, Alexandre & Jacques, Florian, 2019. "Personalised pricing and EU law," 30th European Regional ITS Conference, Helsinki 2019 205221, International Telecommunications Society (ITS).
    3. à lvarez-Albelo, Carmen D. & Hernández-Martín, Raúl & Padrón-Fumero, Noemi, 2020. "The effects on tourism of airfare subsidies for residents: The key role of packaging strategies," Journal of Air Transport Management, Elsevier, vol. 84(C).
    4. Jerod Coker & Jean-Manuel Izaret, 2021. "Progressive Pricing: The Ethical Case for Price Personalization," Journal of Business Ethics, Springer, vol. 173(2), pages 387-398, October.
    5. A. Davola & I. Querci & S. Romani, 2023. "No Consumer Is an Island—Relational Disclosure as a Regulatory Strategy to Advance Consumer Protection Against Microtargeting," Journal of Consumer Policy, Springer, vol. 46(1), pages 1-25, March.
    6. Haifei Yu & Shanshan Zheng & Hao Wu, 2023. "User Privacy Awareness, Incentive and Data Supply Chain Pricing Strategy," Sustainability, MDPI, vol. 15(4), pages 1-24, February.
    7. Poort, Joost & Zuiderveen Borgesius, Frederik J., 2019. "Does everyone have a price? Understanding people's attitude towards online and offline price discrimination," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(1), pages 1-20.
    8. Peter Seele & Claus Dierksmeier & Reto Hofstetter & Mario D. Schultz, 2021. "Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing," Journal of Business Ethics, Springer, vol. 170(4), pages 697-719, May.
    9. Hindermann, Christoph Michael, 2018. "Price Discrimination in Online Retail," EconStor Preprints 181294, ZBW - Leibniz Information Centre for Economics.
    10. Joshua A. Gerlick & Stephan M. Liozu, 2020. "Ethical and legal considerations of artificial intelligence and algorithmic decision-making in personalized pricing," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 85-98, April.
    11. Hufnagel, Gerrit & Schwaiger, Manfred & Weritz, Louisa, 2022. "Seeking the perfect price: Consumer responses to personalized price discrimination in e-commerce," Journal of Business Research, Elsevier, vol. 143(C), pages 346-365.
    12. Nunan, Daniel & Di Domenico, MariaLaura, 2022. "Value creation in an algorithmic world: Towards an ethics of dynamic pricing," Journal of Business Research, Elsevier, vol. 150(C), pages 451-460.
    13. Pade, Robin & Feurer, Sven, 2022. "The mitigating role of nostalgia for consumer price unfairness perceptions in response to disadvantageous personalized pricing," Journal of Business Research, Elsevier, vol. 145(C), pages 277-287.
    14. Padden, Michaela, 2023. "The transformation of surveillance in the digitalisation discourse of the OECD: A brief genealogy," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 12(3), pages 1-39.
    15. Lucas, Christian, 2020. "Das Marketing-House-Konzept - ein Denkmodell zum integrierten Verständnis des Marketing-Konzepts," IU Discussion Papers - Marketing & Communication 1/2020, IU International University of Applied Sciences.
    16. Anna Priester & Thomas Robbert & Stefan Roth, 2020. "A special price just for you: effects of personalized dynamic pricing on consumer fairness perceptions," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 99-112, April.
    17. Jean-Pierre I. Rest & Alan M. Sears & Li Miao & Lorna Wang, 2020. "A note on the future of personalized pricing: cause for concern," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 113-118, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:iprjir:247656. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://policyreview.info/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.