I Think I Can… Self-Efficacy and Information Disclosure

Rapid growth in data-driven marketing underscores the importance of identifying factors that influence consumers’ decisions to disclose information. In two contexts, behavioral targeting and online registration, and with two studies, we examine the interplay of decision difficulty and perceived self-efficacy on perceptions of trust, and intention to disclose.


Edward Yuhang Lai and Eloise Coupey (2019) ,"I Think I Can… Self-Efficacy and Information Disclosure", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 721-722.


Edward Yuhang Lai, Virginia Tech, USA
Eloise Coupey, Virginia Tech, USA


NA - Advances in Consumer Research Volume 47 | 2019

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