Does opt-out increase customer action?
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Opt-out strategies have shown varying impacts on customer actions across different contexts. Research on vaccination intentions found that opt-out policies and their improvements increased willingness to be vaccinated, with some variations in the effects of different improvements . In the realm of consumer behavior, support for opt-out principles influenced consumer evaluations in online banking, affecting perceived value and trust in technology . Moreover, the implementation of opt-out HIV testing increased testing uptake, especially among men who have sex with men, indicating a positive impact on customer action . Conversely, a study on privacy concerns highlighted that opt-in and opt-out mechanisms could lead to different participation levels, particularly among less privacy-concerned individuals . Therefore, while opt-out strategies can enhance customer actions in certain scenarios, their effectiveness may vary based on the context and target audience.
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| Papers (5) | Insight |
|---|---|
| Yes, opt-out strategy increased HIV testing uptake at an STI clinic, leading to more customers taking action for testing, especially among men who have sex with men. | |
Open access•Proceedings Article 01 Jan 2004 | Opt-out increases customer action, especially among less privacy-concerned individuals, compared to opt-in, as shown in the study on Internet privacy preferences. |
Open access•Book 01 Jan 2004 1 Citations | Opt-out decreases customer action. "Opt-In Marketing" proposes a plan to reverse this trend, increasing sales by 80% at IBM, emphasizing the importance of consensual marketing over opt-out strategies. |
| Opt-out policy and its improvements increase intention to get vaccinated, indicating that opt-out can indeed promote customer action in the context of COVID-19 vaccinations. | |
| High opt-out belief moderates customer actions: reduces privacy commitment impact, increases trust in technology effect, and mitigates negative information ambiguity influence on perceived value in e-banking relationships. |
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