The purpose of this paper is to demonstrate how offering control on data usage and offering money can increase willingness to share private information with a data broker.Design/methodology/approachPersonal data are collected for internet users with a Web questionnaire. In an experimental framework, compensations control money are manipulated and consumers’ data sharing is explained by sensitivity and regulatory focus.FindingsOffering control increases willingness to disclose personal data, even sensitive one, but the effect is not moderated by regulatory focus. Offering monetary compensation has a negative, but small, effect on willingness to share personal data, and the effect is moderated by regulatory focus.Originality/valueOffering a large amount of money is a double-edged offer, as it creates a signal that increases potential negative effect of disclosing personal data to unknown third party.
Journal of Consumer Marketing – Emerald Publishing
Published: Jan 14, 2020
Keywords: Control; Privacy; Regulatory focus; Data sharing; Monetary compensation