Teenagers' Willingness to Share Personal Information With Marketers

Anuradha Sivaraman, University of Delaware, USA
Dan Freeman, University of Delaware, USA
Stewart Shapiro, University of Delaware, USA
Despite growing concerns, few empirical studies have examined how teenagers respond to marketers' information collection and use practices. The objective of this research is to understand how factors like materialistic values and dislike of marketing tactics may affect the extent to which teenagers are willing to share personal information with marketers. Consistent with study hypotheses, results from a representative sample of 709 U. S. teens indicate that the dislike of marketing tactics plays a moderating role in the positive relationship between materialism and willingness to share information. Self-esteem and susceptibility to peer influence also affect willingness to share personal information.
[ to cite ]:
Anuradha Sivaraman, Dan Freeman, and Stewart Shapiro (2009) ,"Teenagers' Willingness to Share Personal Information With Marketers", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 864-864.