Differences in opt-in and opt-out responses are an important element of the current public debate concerning online privacy and more generally for permission marketing. We explored the issue empirically. Using two on-line experiments we show that the default has a major role in determining revealed preferences for further contact with a Web site. We then explore the origins of these differences showing that both framing and defaults have separate and additive effects in affecting the construction of preferences.
Johnson, Eric, S. Bellman, and G. Lohse. "Defaults, Framing and Privacy: Why Opting In-Opting Out." Marketing Letters 13, no. 1 (2002): 5-15.
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