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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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