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Taking the First Step on the Consumer Privacy Journey - Three Essays on Consumers' Privacy-Related Decision-Making

  • Data has become a necessary resource for firm operations in the modern digital world, explaining their growing data gathering efforts. Due to this development, consumers are confronted with decisions to disclose personal data on a daily basis, and have become increasingly intentional about data sharing. While this reluctance to disclose personal data poses challenges for firms, at the same time, it also creates new opportunities for improving privacy-related interactions with customers. This dissertation advocates for a more holistic perspective on consumers’ privacy-related decision-making and introduces the consumer privacy journey consisting of three subsequent phases: pre data disclosure, data disclosure, post data disclosure. In three independent essays, I stress the importance of investigating data requests (i.e., the first step of this journey) as they represent a largely neglected, yet, potentially powerful means to influence consumers’ decision-making and decision-evaluation processes. Based on dual-processing models ofData has become a necessary resource for firm operations in the modern digital world, explaining their growing data gathering efforts. Due to this development, consumers are confronted with decisions to disclose personal data on a daily basis, and have become increasingly intentional about data sharing. While this reluctance to disclose personal data poses challenges for firms, at the same time, it also creates new opportunities for improving privacy-related interactions with customers. This dissertation advocates for a more holistic perspective on consumers’ privacy-related decision-making and introduces the consumer privacy journey consisting of three subsequent phases: pre data disclosure, data disclosure, post data disclosure. In three independent essays, I stress the importance of investigating data requests (i.e., the first step of this journey) as they represent a largely neglected, yet, potentially powerful means to influence consumers’ decision-making and decision-evaluation processes. Based on dual-processing models of decision-making, this dissertation focuses on both consumers’ cognitive and affective evaluations of privacy-related information: First, Essay 1 offers novel conceptualizations and operationalizations of consumers’ perceived behavioral control over personal data (i.e., cognitive processing) in the context of Artificial Intelligence (AI)-based data disclosure processes. Next, Essay 2 examines consumers’ cognitive and affective processing of a data request that entails relevance arguments as well as relevance-illustrating game elements. Finally, Essay 3 categorizes affective cues that trigger consumers’ affective processing of a data request and proposes that such cues need to fit with a specific data disclosure situation to foster long-term decision satisfaction. Collectively, my findings provide research and practice with new insights into consumers’ privacy perceptions and behaviors, which are particularly valuable in the context of complex, new (technology-enabled) data disclosure situations.show moreshow less

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Metadaten
Author:Johanna Anita Zimmermann
URN:urn:nbn:de:bvb:739-opus4-13761
Advisor:Jan Hendrik Schumann, Dirk Totzek
Document Type:Doctoral Thesis
Language:English
Year of Completion:2023
Date of Publication (online):2024/01/08
Date of first Publication:2024/01/08
Publishing Institution:Universität Passau
Granting Institution:Universität Passau, Wirtschaftswissenschaftliche Fakultät
Date of final exam:2023/12/21
Release Date:2024/01/08
Tag:data control; decision making; dual processing; gamification; privacy
Page Number:IX, 183 Seiten
Institutes:Wirtschaftswissenschaftliche Fakultät
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
open_access (DINI-Set):open_access
Licence (German):License LogoStandardbedingung laut Einverständniserklärung