Consumers' Rules of Engagement in Online Information Exchanges

This research reveals three perceptual themes or "rules of engagement" used by consumers when personal information is requested in online exchanges. The themes--the criticality of the exchange, felt invasion, and fair play--underlie the choice of responses from compliance to blatant falsif...

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Bibliographic Details
Published in:The Journal of consumer affairs 2009-09, Vol.43 (3), p.419-448
Main Authors: PODDAR, AMIT, MOSTELLER, JILL, ELLEN, PAM SCHOLDER
Format: Article
Language:English
Subjects:
Academic Language
Behavior
Business structures
Consumer advertising
Consumer research
Consumers
Customers
Economic aspects
Email
Explicit knowledge
Fair & Accurate Credit Transactions Act 2003-US
Feedback (Response)
Government regulation
Identity theft
Information accessibility
Information control
Information management
Internet
Laws, regulations and rules
Marketing
Misinformation
Modernization
Online transaction processing
Personal information
Privacy
Privacy issue
Public policy
Search engines
Studies
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Summary:This research reveals three perceptual themes or "rules of engagement" used by consumers when personal information is requested in online exchanges. The themes--the criticality of the exchange, felt invasion, and fair play--underlie the choice of responses from compliance to blatant falsification of information to company requests. Identified from consumers' in-depth interviews, these themes, along with the range and variations of response behaviors, reveal that consumers' motivations vary from very simple rules to more customized rules. Our findings may help firms understand consumers' interpretation of online informational requests better and identify factors that influence how consumers respond.
ISSN:0022-0078
1745-6606
DOI:10.1111/j.1745-6606.2009.01147.x