The present study examines the interrelationships among antecedents and consequences of privacy concerns. The results indicate, among other things, that a consumer's attitude toward direct marketing and his/her desire for information control act as antecedents to privacy concerns. Privacy concerns, in turn, are negatively related to purchase behavior and the purchase decision process. Understanding the antecedents of privacy concerns provides a foundation for developing effective policies and practices to reduce such concerns while understanding the consequences of privacy concerns is essential to gauging just how important dealing with these concerns really are for marketers. © 2001 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.