Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance-Illustrating Game Elements

Bidler, Margarita; Zimmermann, Johanna; Schumann, Jan H.; Widjaja, Thomas

doi:10.1016/j.jretai.2020.10.001

Cited by 22 publications

(19 citation statements)

References 60 publications

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“…On the other hand, they are theories about the ethical foundations of customers' disclosure behavior regarding their personal data. Theories related to social sciences and psychological foundations include the powerresponsibility equilibrium theory [33][34][35], the privacy calculus theory [36][37][38], the corporate privacy responsibility theory [34], the justice theory [35], the social exchange theory [35], the reactance theory [35], and the gamification theory [39]. Theories mentioned by the authors concerning ethical foundations include the deontological ethics theory [17], the virtue ethics theory [17], and the consequential ethics theory [17].…”

Section: Discussionmentioning

confidence: 99%

“…Zhang, Wang, and Hsu [42], however, delve into greater detail on the use of and compliance with the GDPR, and thereby argue that a voluntary GDPR adoption by companies, as well as a privacy statement, has a highly positive impact both on customer information disclosure behavior and on their trust in the company. Bidler, Zimmermann, Schumann, and Widjaja [39] propose another way to reduce consumer privacy concerns. These authors stress the option of using relevance-illustrating game elements for higher consumer willingness to engage in data disclosure.…”

Section: Discussionmentioning

confidence: 99%

“…These authors stress the option of using relevance-illustrating game elements for higher consumer willingness to engage in data disclosure. By using game elements to affect consumers' psychological states, Bidler, Zimmermann, Schumann, and Widjaja [39] therefore propose that this increased ease of illustrating the ways in which consumer data is used will ultimately enhance the processing of this information by customers, leading to decreased privacy concerns. In contrast to the majority of articles proposing activities to mitigate privacy concerns and increase data disclosure, the article by Xie, Chen, and Guo [46] addresses the negative impact of online anthropomorphism uses on increasing consumer privacy concerns.…”

Section: Discussionmentioning

confidence: 99%

“…This certainty about the safe handling of personal data will subsequently be reflected positively in customer attitudes towards data collection. With regard to the demand to appreciate privacy innovations, the highly beneficial option of using gamification elements for increasing consumer data disclosure has been mentioned by authors as a way to increase consumer trust in a data collecting brand [39].…”

Section: Synthesismentioning

confidence: 99%

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The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing

2021

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With a mass of customer data at our fingertips and the ability to use it to individualize promotion strategies, marketing communications, and product offerings, marketing activities are becoming more and more tailored to the individual customer. However, as concerns about online privacy and the handling of personal data take on an ever-increasing significance, marketers must increasingly evaluate and adapt their personalization and data collection methods. As a result, there is an increasing demand to take a critical look at the collection of data for personalization processes from an ethical perspective and to consider implications for further initiatives to maintain consumers’ trust. This research study utilizes a systematic literature review approach to investigate the current state of knowledge on the tradeoff between personalization and customer privacy by synthesizing and integrating extant knowledge. From the results of the present study’s search process, 20 articles were selected and analyzed for this review. Findings emphasize the importance of strengthening consumer relationships by increasing consumer trust, loyalty, confidence, and emotional attachment through specific organizational activities. The adaptation of marketing-related activities can thereby create a competitive advantage for data-collecting companies, as consumer backlash and privacy concerns decrease, and the willingness to disclose data increases. The current research contributes to the field of marketing by reviewing the issue of increasing personalization at the cost of customer privacy and explores how the resulting ethical considerations may affect the future of marketing practices. It thereby serves to help marketeers to implement effective strategies to ensure customer relationships and the resulting willingness to disclose personal data for personalization processes.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Synthesismentioning

confidence: 99%

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The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing

2021

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“…Our three studies' findings contribute to several streams of research. First, this research expands the literature on the willingness to disclose 10,60 by examining the role of individuals' self-construal. The present research identifies that individuals' self-construal is a main determinant of individuals' willingness to disclose.…”

Section: Implications For Researchmentioning

confidence: 99%

“I” Am Willing to Disclose, but “We” are Unwilling: The Impact of Self-Construal on Individuals’ Willingness to Disclose

Zhang¹,

Cui²,

Yao³

2021

PRBM

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Purpose: In the big data era, many institutions (ie, hospitals) and firms use various methods to encourage people to disclose more personal information to gain competitive advantages in many businesses, such as healthcare and the Internet of Things (IoT) devices. Discussions on antecedents of individuals' willingness to reveal private data from individual differences perspective are limited. Drawing on information boundary theory, we examine how selfconstrual prompts a different regulatory focus (promotion focus versus prevention focus), thus, affects individuals' willingness to disclose private data. Methods: A mixed-method approach was used to examine our hypothesis. Study 1 (N = 93, participants in China) manipulated self-construal in lab experiments and examined participants' actual disclosure behavior in the emerging IoT context of connected cars. Study 2 (an online survey, N = 200, participants in US) measured chronic self-construal in another disclosure context (healthcare app), replicating the preliminary effect and examined the mediating effect of the regulatory focus. Study 3 (an online experiment, N = 284, participants in US) tested the moderating effect of message framing. Results: Study 1 showed that participants primed an independent self-construal were more willing to share private information, whether it is real driving data or private identity information. Study 2 showed that independent (interdependent) self-construal individuals tend to have promotion focus (prevention focus), thus leading to higher (lower) willingness to disclose personal health information. Study 3 demonstrated that independent (interdependent) self-construal individuals are more willing to share information when presented with gain-framing (loss-framing) information. Conclusion: Independent (interdependent) self-construal positively (negatively) affects individuals' willingness to disclose and these effects will be mediated by regulatory focus and moderated by message farming. Our study provides a theoretical paradigm that is new to the willingness to disclose literature, and offers an effective, actionable strategy on how institutions and firms can facilitate individuals' personal information disclosure.

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Digital technologies and privacy: State of the art and research directions

Scarpi

Pizzi

Matta

2022

Psychology and Marketing

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Digital technologies have transformed every aspect of marketing and have brought consumer privacy front and center of research and discourse over the last two decades. Whereas companies and consumers have arguably benefited through the availability and use of data made possible by digitalization, consumer privacy-related concerns raise compelling questions that researchers, companies, and policymakers are addressing. In this review paper, we review privacy related to digital technologies in marketing, highlighting the constantly evolving nature of the field. We provide an overview of the rich contributions made by the articles in the special issue on digital technologies and privacy, and the original insights they provide for researchers and practitioners in four domains-communication, retailing, pricing, and product personalization. We identify and outline future research directions in each of these four domains to expand our understanding of privacy at the intersection of psychology and marketing by motivating new scholarly research and providing actionable insights to managers and policymakers.

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Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance-Illustrating Game Elements

Cited by 22 publications

References 60 publications

The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing

The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing

“I” Am Willing to Disclose, but “We” are Unwilling: The Impact of Self-Construal on Individuals’ Willingness to Disclose

Digital technologies and privacy: State of the art and research directions

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