Toussaint, Philipp A.; Thiebes, Scott; … - In: Electronic Markets 32 (2022) 3, pp. 1621-1638
-to-consumer (DTC) genetic testing services (e.g., reselling of consumers' genetic data), the DTC genetic testing market keeps expanding … experiment with 16 attributes to better understand consumers' fairness perceptions of DTC genetic testing business models. Our … results suggest that, while consumers perceive privacy-preserving DTC genetic testing services fairer, price is the main …
