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This paper examines consumer concern regarding the collection and use of personal medical information. The authors investigate consumer concern in the context of information sensitivity and consumer trust in the organization involved in the collection and/or use of personal information. Data from a national survey suggest that consumers are most concerned with the collection and use of personal medical information, such as medical history or medical records. The data also indicate that consumers are less concerned with certain retail organizations involved in healthcare delivery (i.e., drug stores and grocery stores) using personal information in their marketing efforts, as compared with other organizations such as insurance firms, employers, and political organizations.
Andrew J Rohm, George R Milne. "Just what the doctor ordered: The role of information sensitivity and trust in reducing medical information privacy concern," Journal of Business Research, Volume 57, Issue 9, 2004. Pages 1000-1011, https://doi.org/10.1016/S0148-2963(02)00345-4.