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What if you ask and they say yes? Consumers' willingness to disclose personal data is stronger than you think

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  • Mazurek, Grzegorz
  • Małagocka, Karolina

Abstract

Technological progress—including the development of online channels and universal access to the internet via mobile devices—has advanced both the quantity and the quality of data that companies can acquire. Private information such as this may be considered a type of fuel to be processed through the use of technologies, and represents a competitive market advantage. This article describes situations in which consumers tend to disclose personal information to companies and explores factors that encourage them to do so. The empirical studies and examples of market activities described herein illustrate to managers just how rewards work and how important contextual integrity is to customer digital privacy expectations. Companies' success in obtaining client data depends largely on three Ts: transparency, type of data, and trust. These three Ts—which, combined, constitute a main T (i.e., the transfer of personal data)—deserve attention when seeking customer information that can be converted to competitive advantage and market success.

Suggested Citation

  • Mazurek, Grzegorz & Małagocka, Karolina, 2019. "What if you ask and they say yes? Consumers' willingness to disclose personal data is stronger than you think," Business Horizons, Elsevier, vol. 62(6), pages 751-759.
    • Handle: RePEc:eee:bushor:v:62:y:2019:i:6:p:751-759
    DOI: 10.1016/j.bushor.2019.07.008
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    References listed on IDEAS

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    2. Aiello, Gaetano & Donvito, Raffaele & Acuti, Diletta & Grazzini, Laura & Mazzoli, Valentina & Vannucci, Virginia & Viglia, Giampaolo, 2020. "Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth," Journal of Retailing, Elsevier, vol. 96(4), pages 490-506.
    3. Viglia, Giampaolo & De Canio, Francesca & Stoppani, Anna & Invernizzi, Anna Chiara & Cerutti, Stefania, 2021. "Adopting revenue management strategies and data sharing to cope with crises," Journal of Business Research, Elsevier, vol. 137(C), pages 336-344.
    4. Schäfer, Fabian & Gebauer, Heiko & Gröger, Christoph & Gassmann, Oliver & Wortmann, Felix, 2023. "Data-driven business and data privacy: Challenges and measures for product-based companies," Business Horizons, Elsevier, vol. 66(4), pages 493-504.

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