Too Concerned to Commit: the Effect of Privacy Concerns on Consumers' Preference For Flexibility

Jiyoung Lee, University of Texas at Austin, USA
Andrew Gershoff, University of Texas at Austin, USA
We propose that heightened privacy concerns lead consumers to seek flexibility, in an attempt to protect their sense of control. Our studies demonstrate that when consumers have high privacy concerns, they are more likely to prefer flexible options, which gives them control over their future decisions, despite the costs.
[ to cite ]:
Jiyoung Lee and Andrew Gershoff (2015) ,"Too Concerned to Commit: the Effect of Privacy Concerns on Consumers' Preference For Flexibility", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 796-796.