Opinions about privacy: does the type of information used for marketing purposes make a difference?

The availability of personal information is at an all‐time high. Technology has revolutionised the marketing industry, enabling marketers to achieve precise selectivity through database efforts. With this selectivity comes the responsibility of determining acceptable and unacceptable uses of personal information by businesses and nonprofits for marketing purposes. This paper explores opinions on information privacy by investigating the impact of education in the formulation of opinions on the use of personal information for marketing purposes. A single credit course in direct marketing does not change opinions regarding information privacy. But a series of credit marketing courses does reduce the level of restrictions desired on the availability and use of personal information for marketing. Thus, the direct marketing industry would be better served by promoting and demonstrating the ethical use of personal information through ethical marketing practices by all its practitioners rather than by attempting to educate the general public about the nature and uses of such information and data for marketing purposes. Copyright © 1999 Henry Stewart Publications