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

O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More

Featured

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Featured

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

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.