PhD Seminar in Quantitative Marketing Research
During the next PhD Seminar, 18th May, Claudia and Anne will be presenting their project. The title of the presentation is "Sharing Data for Social Good: From Uninformed Consent to Misinformed Dissent".
Abstract:
When making the decision to use a service for personal benefits, consumers are fast to underestimate privacy-related costs and hence, freely share their personal data (uninformed consent). This cost-benefit analysis shifts, when focusing on data sharing for a social good. We show that asking people to use a service that serves a social good (containing the spread of the coronavirus), they overestimate the costs and rather not use the service due to their privacy concerns (misinformed dissent). To increase data sharing for a societal cause, we test two interventions on how privacy-related information should be communicated. Our results indicate that additional privacy-related information on a service (1) is not processed thoroughly when consumers already have a strong prior conviction about using the service; (2) increases knowledge and positive attitude only if the information is processed thoroughly; or (3) information is presented in a comparative manner compared to single information. In addition to the privacy-related cost perspective, we further show that consumers need be presented with either a (1) direct or (2) immediate personal benefit to share their personal data for a social gain.