Verba Volant Scripta Manent: Communication Modality Affects Privacy Expectations

Online communication with technological devices is increasingly shifting from typing to speaking. In this research, we demonstrate that consumers are less receptive to targeted advertising based on information they disclosed by speaking versus typing as a function of higher privacy expectations in oral versus written communication.


Johann Melzner, Andrea Bonezzi, and Tom Meyvis (2020) ,"Verba Volant Scripta Manent: Communication Modality Affects Privacy Expectations", 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: 1011-1016.


Johann Melzner, New York University, USA
Andrea Bonezzi, New York University, USA
Tom Meyvis, New York University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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