Browsing by Author "Walgern, Julia"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Personalized marketing : factors influencing consumers’ choice regarding their consent for private data usePublication . Walgern, Julia; Machado, FernandoPersonalized Marketing enables marketeers to influence consumers’ purchase decisions by sending messages that are tailored to their personal interests and characteristics. It is, however, dependent on the retailer’s ability to collect consumer data. The new data protection law, GDPR, makes it more difficult for firms to obtain consumers’ consent to data collection. This thesis seeks to explain how providing transparency, a financial incentive and control impacts consumers’ willingness to share data. Additionally, the decoy effect is investigated by differentiating between true control and decoy control. An empirical study was carried out with 492 respondents. Findings of this research suggest that the provision of transparency and the offer of a financial incentive positively influence consumers’ willingness to share their personal information. Providing true control over what data they share positively influences consumers’ willingness to share partial information but reduces the level of data they are willing to share. Furthermore, the decoy effect is relevant in this context, as the introduction of a third, dominated, option increases consumers’ willingness to share complete information. Solely the relationship between transparency and consumers’ willingness to share data is mediated by consumers’ trust. Moreover, consumers’ level of privacy concerns is significantly important. When consumers have a high level of privacy concerns, they are more prone to refuse the consent to data collection.