The Trouble With Trust: When Certification Is Not Enough to Turn Trust Into Willingness to Share Data

Consumers are not willing to share data from smart products, as they fear a loss of control and an invasion of their privacy. This paper proposes the implementation of a certification authority between a smart product and a data recipient to increase consumer trust and willingness to share information.



Citation:

Cynthia Sokoll (2020) ,"The Trouble With Trust: When Certification Is Not Enough to Turn Trust Into Willingness to Share Data", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 701-702.

Authors

Cynthia Sokoll, University of St. Gallen



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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