MIS Speaker's Series: Idris Adjerid
1 p.m. to 2 p.m. Feb. 21, 2020
WhereMcClelland Hall 132
Idris Adjerid, Associate Professor in Business Information Technology at the Pamplin College of Business at Virginia Tech.
Title: Consumer Consent and Firm Targeting after GDPR:The Case of a Large Telecom Provider
Abstract: The General Data Protection Regulation (GDRP) represents a dramatic shift in global privacy regulation. In this manuscript, we focus on the impact of GDPR's enhanced consumer consent requirements that focus on transparent and active elicitation of data allowances. We evaluate the effect of enhanced consent on consumer opt-in behavior, and firm targeting after consent is solicited. Utilizing an experiment at a large telecommunications provider with operations in Europe, we find that opt-in for different data types and uses increased once GDPR-compliant consent was elicited. We also find that firm targeting, and household lock-in increased after consent elicitation. Our analysis suggests that these gains to the firm are because of the ability to utilize more targeted marketing campaigns after consumers provide additional data allowances. Our results have significant implications for firms and policymakers and provide insights relevant to the emerging debate on the balance between consumer privacy protection and firms' collection and use of personal information.
Bio: Idris Adjerid is an associate professor in Business Information Technology at the Pamplin College of Business at Virginia Tech. He received his Ph.D. in information systems and management from Carnegie Mellon University and earned both an MBA and a bachelor’s degree in business information technology from Virginia Tech. His research uses econometric methods as well as lab and field experiments and consists of two, often overlapping, streams. The first stream focuses on the economics of privacy, with a focus on the intersection of behavioral economics and privacy decision-making. The second stream focuses on the economics of health care technologies. His research has been published in leading journals, including Management Science, Information Systems Research, MIS Quarterly, American Psychologist, and ACM Computing Surveys. His work and expert commentary have been cited by numerous outlets in the popular press, including The New York Times, the Wall Street Journal, the Washington Post, Wired, Politico, and USA Today.