(Length: 12 pages)

Executive Summary (This is a document excerpt)

Consumers today say they are more wary than ever about offering personal information for marketing purposes. Concerned about how firms might use their personal and purchase information, they say they steer clear of disclosing such facts. But our data shows that most consumers are all bark and no bite, offering up this type of information to marketers despite their growing concern. Does this mean that marketers are off the hook? No. Companies that advocate for customer privacy will be more successful than those that ignore consumer concerns.