20-P: Trust Is Good, Control Is Effort – the Paradoxical Role of Privacy Concerns in Customer Loyalty Programs

Consumers’ rising concerns about data safety and privacy threats may also affect consumer behavior, particularly in the context of customer loyalty card programs. Using structural equation modeling, our work provides insights into the role of trustworthiness and risk beliefs, investigating why consumers seldom translate their privacy concerns into actual behavior.



Citation:

Helena M. Lischka, Verena Bergers, and Peter Kenning (2017) ,"20-P: Trust Is Good, Control Is Effort – the Paradoxical Role of Privacy Concerns in Customer Loyalty Programs", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1045-1045.

Authors

Helena M. Lischka, Heinrich-Heine-Universität Düsseldorf, Germany
Verena Bergers, Heinrich-Heine-Universität Düsseldorf, Germany
Peter Kenning, Heinrich-Heine-Universität Düsseldorf, Germany



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More

Featured

The Pleasure of Being Right (Even When the World Is Bad)

Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.