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Convincing consumers to share personal data: double-edged effect of offering money

Valentine Weydert (University Paris-Dauphine, University PSL, CNRS, DRM, Paris, France)
Pierre Desmet (University Paris-Dauphine, University PSL, CNRS, DRM, Paris, France and ESSEC Business School, Cergy, France)
Caroline Lancelot-Miltgen (Department of Marketing, Audencia Nantes, Nantes, France)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 10 September 2019

Issue publication date: 14 January 2020

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656

Abstract

Purpose

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/approach

Personal 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.

Findings

Offering 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/value

Offering 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.

Keywords

Citation

Weydert, V., Desmet, P. and Lancelot-Miltgen, C. (2020), "Convincing consumers to share personal data: double-edged effect of offering money", Journal of Consumer Marketing, Vol. 37 No. 1, pp. 1-9. https://doi.org/10.1108/JCM-06-2018-2724

Publisher

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Emerald Publishing Limited

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