Unfair Value Allocation: the Role of Data Ownership in Privacy Concerns
Alleviating consumers’ privacy concerns is a priority issue for firms. The present research proposes an understudied consideration when consumers disclose information — whether they receive fair value from their information. Five preregistered experiments suggested a marketer’s financial success increases privacy concerns. The perceived fairness of value allocation explains the effect.
Citation:
Jia Chen and David Gal (2021) ,"Unfair Value Allocation: the Role of Data Ownership in Privacy Concerns", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 330-331.
Authors
Jia Chen, University of Illinois at Chicago
David Gal, University of Illinois at Chicago
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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