“Want to Watch? You’Ve Got to Pay”: the Link Between Intrusiveness and Outcomes Typifying the Customer-Firm Relationship

Individuals' risk appraisal about products and services can be source of unwanted outcomes for firms. In particular, this research investigates the causal relationship between intrusiveness as an antecedent of risk and its effect on moderating constructs such as overall satisfaction, commitment and trust, and relevant outcomes which typify the customer-firm relationship. Building on the extant literature on intrusiveness and privacy, two tests were accomplished to ascertain the existence of intrusiveness perceived and its global effect on loyalty. This experiment delivered satisfying results which suggest that an effect due to intrusiveness could be lying beneath additional key construct and outcomes.


Marco Lalos (2008) ,"“Want to Watch? You’Ve Got to Pay”: the Link Between Intrusiveness and Outcomes Typifying the Customer-Firm Relationship", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 989-990.


Marco Lalos, University of Lausanne, Switzerland


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


C4. The role of attachment to a human brand in improving eating habits

Amélie Guèvremont, École des Sciences de la Gestion, UQAM

Read More


The Impact of Implicit Rate of Change on Arousal and Subjective Ratings

James A Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA

Read More


Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO

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.