The article “Permission Marketing and Privacy Concerns – Why Do Customers (Not) Grant Permissions?” by Manfred Krafft, Christine M. Arden and Peter C. Verhoef has been awarded as "Best Paper for Research on the Practice of Marketing as it relates to Innovation, Technology and Interactivity" in the Journal of Interactive Marketing. The award is given by the American Marketing Association’s Innovation, Technology and Interactivity Special Interest Group ("TechSIG") and the Lazaridis Institute for Management of Technology Enterprises at Wilfrid Laurier University, and is scheduled to be presented at Summer AMA in Boston.

“Permission Marketing and Privacy Concerns – Why Do Customers (Not) Grant Permissions?” proposes a framework on cost and benefit drivers of permissions. The authors find that monetary incentives and lotteries do not reveal any effect. Rather, customers tend to grant permission only for relevant and entertaining content, which is also under their control. Registration cost, privacy concerns and intrusiveness lead to fewer permissions while entertaining and relevant content attenuates the negative effects of privacy concerns on the probability of granting permission.

Krafft, Manfred, Christine M. Arden, and Peter C. Verhoef (2017), "Permission Marketing and Privacy Concerns – Why Do Customers (Not) Grant Permissions?," Journal of Interactive Marketing, 39, 39-54.