13C When Collecting Personal Data From Consumers Backfires

Although consumers readily give companies their data (e.g., signing in through Facebook), little research has investigated the downstream consequences of such behavior. Two studies reveal that when a brand collects more (vs. less) personal information about a consumer, the consumer responds more negatively toward service failure by the brand.


Jianna Jin, Robert Smith, and Rebecca Walker Reczek (2019) ,"13C When Collecting Personal Data From Consumers Backfires", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 977-977.


Jianna Jin, Ohio State University, USA
Robert Smith, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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