Permission Marketing, a direct marketing concept based on the recipient's consent, represents a solution to comply with data protection and competition law regulations in direct marketing and to respect consumers' informational self-determination. Johannes Wissmann comprehensively examines the determinants of consent to direct marketing measures from the consumer's perspective. Based on a broad literature analysis and a qualitative study involving consumers and industry experts, he first identifies potentially relevant determinants of consent decisions. He then assesses the significance of various influencing factors for the actual granting of consent by consumers through a large-scale survey representative of Germany. The author concludes by referring to a selection-based Conj.