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(Don’t) Kiss and Tell: Effects of Who Asks and How on Sharing of Personal Information

Presented by: MS. SMRITI KUMAR, University of Massachusetts Amherst, smritikumar@umass.edu

Companies are struggling to understand how to give consumers a way to manage their data. Recent legislative actions provide incomplete guidance on this issue as different countries have adopted different practices (e.g., GDPR recommends firms explicitly give consumers the right to deletion, while most US firms require consumers to actively seek this option out). Thus, in this research, we explore the impact of three different data request frames (provide vs. keep vs. delete) on consumers’ willingness to share information and how such frames interact with sensitivity of information type and type of recipient (e.g., close friend, trusted marketer, unknown marketer). Our findings show that, as expected, consumers share the least information in the keep frame and that this framing effect occurs for low and medium sensitive information, but not information high in sensitivity. Building on reactance theory and cognitive evaluation theory, we propose that different frames lead to different levels of autonomy causing a threat to consumers’ freedom leading to different willingness to share information. An additional study is planned to test this underlying mechanism.

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  • #59927
    Monica Gerhardt

    Please provide feedback on (Don’t) Kiss and Tell: Effects of Who Asks and How on Sharing of Personal Information

    #60253
    Stacey Finkelstein

    Interesting study. Certainly providing/deleting information is effortful so a future study might control for perceived effort of providing/deleting information to see if the keep condition still results in lower information provision. Additionally, I wonder how this is moderated by trust in the company or some other factors – giving information to a local business certainly feels different than giving information to a social media giant (who might use it for other means or sell your data).

    #60290
    Mariea Hoy

    What I find interesting here is that your work is focused on specifically and explicitly asking consumers for various information types. Our (sharenting) research focuses on marketers requesting consumers to share with the brand (adults or children using the brand in various scenarios) in social media. At the end of the day, marketers end up with valuable consumer data regardless of approach. It would be interesting to examine how framing “share your favorite use of (brand)” as a context for disclosing information to marketers with the examples you explored. When it comes across as the consumer’s idea – they like creating content or showing off their kids/pets/fun activity, and especially if the request to share is incentivized – you might get different results.

    #60322
    Janis Pappalardo

    Interesting research question. I would like to know more about your research! Do you have a full paper to share?

    #60442
    Smriti Kumar

    Thank you for your interest in my paper. I am currently writing it up and doing one last study. I will share the paper as I get the results analyzed for that study.

    #60445
    Smriti Kumar

    Thank you for your feedback, Stacey. I will definitely control for the perceived efforts in my next study.

    #60600
    Kaeun Kim

    Interesting research Smriti! Did you also look at the individual differences – e.g., some people are more reluctant to share personal information while others don’t really care? Also, I’m not sure how the current practices of information request work, but it would provide insights if you give some information (maybe in the paper introduction) regarding what % of organizations are using each of the different framing (keep/provide/delete) to request consumer information, to make your case stronger. Good luck! 🙂

    #61342
    bos bos

    bandar terbaik

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