Long Tail Theory

The Long Tail Theory is evident when big stores carry popular new movies that are in high demand, but not more rare or special versions of the movie. For example, I can go to the local Walmart and purchase the movie When a Stranger Calls (2011), but if I want to purchase an earlier version, When a Stranger Calls Back (1993), I will have to look at online stores such as Amazon.com or other specific movie websites. When considering the 6 types of online consumer behavior, I consider myself a “surfer”. I spend a lot of time looking at online stores, but I rarely make purchases. I browse my favorite clothing, jewelry, art, and music sites, but I only buy when I am looking for a specific item.

Privacy

The overall findings of this article are that people are weary of their privacy being taken advantage of online. One survey indicated that 94% of people believe they should have a legal right to know everything a website knows about them. We want to have control over the use of our personal information and consumers really do not like to be tricked into giving information to websites. Consumers most appreciate when websites operators are 100% transparent with the terms of use of their personal information clearly stated and easy to find. This is why several studies found that the presence of a privacy statement alone was enough to have a positive effect on trust and disclosure between the consumer and operator.