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A recently released study shows that when it comes to new technology, consumers have higher privacy expectations than marketers and most often prefer an opt-in method for collecting personal information. The University of Massachusetts Amherst study looked at cookies, RFID, text messaging, pop-up ads, telemarketing, SPAM, biometrics and loyalty cards. This is the first study to directly compare the privacy expectations of consumers and marketers. The researchers also discovered that many consumers don't understand the tools used by online companies and marketers and don't know how much, or how often, detailed information is gathered about them.
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