Managed profiles: The value of personal information in commercial exchange
The research objective of this dissertation is to empirically test factors that are believed to influence consumer personal information disclosure in marketing, using economic theory and social exchange theory as a foundation. Specifically, this research tests the effects of elicitation type (transactional, relational) and level of trust (low, high) on Actual Disclosure, using a 2 x 2 experimental design delivered via the computer. As well, this research examines the effects of fairness judgment, risk perceptions and benefit perceptions as moderating processes. These processes are examined using both pencil and paper questionnaire and cognitive response. Findings suggest that the effects of elicitation and trust on disclosure are complex, and it is the interaction of these processes that affect disclosure of certain types of personal information. Findings also suggest that risk mediates the effects of elicitation and trust on disclosure, with higher risk perceptions leading to less disclosure. Finally, as the overall level of disclosure in this study was higher than previous research in privacy/disclosure attitudes would indicate, attitude-behavior theories and models are used to explain the differences in “what people say they would do” and “what they actually do.” ^
Business Administration, Marketing
Patricia A Norberg,
"Managed profiles: The value of personal information in commercial exchange"
Dissertations and Master's Theses (Campus Access).