The Effects of Marketing Intrusiveness, Privacy Knowledge, and Privacy Protecting Behaviors on Consumer Attitudes about Privacy and Personal Data Exchanges

Donna M Iucolano; Rakesh Niraj; Kalle Lyytinen

The Effects of Marketing Intrusiveness, Privacy Knowledge, and Privacy Protecting Behaviors on Consumer Attitudes about Privacy and Personal Data Exchanges

Donna M Iucolano
, Rakesh Niraj
, Kalle Lyytinen

Molloy University

Case Western Reserve University

Research & Scholarship: Contribution to conference › Presentation

Abstract

Building on findings from a prior study that proposed and found evidence for consumer acceptance of

personal data collection being a form of coping with stress associated with participation in digital life, we focus on three moderating effects on consumer attitudes about privacy and their willingness to share personal information or have it collected without explicit permission: (1) the impact of the perceived intrusiveness of personalized unsolicited marketing communication; (2) differences in attitudes between consumers with high versus low levels of privacy knowledge; and, (3) differences in attitudes between consumers who self-report to participate in higher versus lower levels of privacy protecting behaviors.

Original language	American English
State	Published - Aug 2019
Event	2019 Summer AMA Conference (Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading) - Chicago, IL Duration: Aug 1 2019 → …

Conference

Conference	2019 Summer AMA Conference (Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading)
Period	8/1/19 → …

Keywords

consumer privacy
privacy protecting behaviors
consumer acceptance
fairness
personal data collection
multigroup analysis

Disciplines

Business
Business Administration, Management, and Operations
Marketing

Cite this

The Effects of Marketing Intrusiveness, Privacy Knowledge, and Privacy Protecting Behaviors on Consumer Attitudes about Privacy and Personal Data Exchanges. / Iucolano, Donna M; Niraj, Rakesh; Lyytinen, Kalle.
2019. 2019 Summer AMA Conference (Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading).

Research & Scholarship: Contribution to conference › Presentation

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AB - Building on findings from a prior study that proposed and found evidence for consumer acceptance of personal data collection being a form of coping with stress associated with participation in digital life, we focus on three moderating effects on consumer attitudes about privacy and their willingness to share personal information or have it collected without explicit permission: (1) the impact of the perceived intrusiveness of personalized unsolicited marketing communication; (2) differences in attitudes between consumers with high versus low levels of privacy knowledge; and, (3) differences in attitudes between consumers who self-report to participate in higher versus lower levels of privacy protecting behaviors.

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KW - privacy protecting behaviors

KW - consumer acceptance

KW - fairness

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