Consumer Motivation and the Privacy Paradox

There is a gap between intention and action that people experience when faced with protecting their digital data privacy. Known as the privacy paradox, it is the idea that what a person says they believe (protecting their data privacy is paramount) is not reflective of how they act (relinquishing their data privacy). In other words, what people express about their data privacy is often in opposition to the frequency with which they relinquish their data privacy. The research intends to examine the privacy paradox and consists of two studies, one qualitative and one quantitative. First, focus groups were held, the outcome of which was an attempt at the creation of a typology of words and phrases that consumers use relative to their data privacy. Second, an experiment using Likert scales and Pareto-optimal choice-based conjoint analysis was created based on the typology created in study one, giving insight into what consumers feel are motivators towards protecting or relinquishing their data privacy. The contribution is filling a gap in the existing literature related to the privacy paradox through an analysis of behavior.

Grantor dc:publisher

Temple University. Libraries

Year dc:date.issued

2024

Author dc:creator

• Merians Penaloza, Diane

Advisors dc:contributor.advisor

• Venkatraman, Vinod
• Mudambi, Susan

Committee members dc:contributor.committeemember

• Chitturi, Pallavi
• Jung, Jaehwuen

• Marketing
• Management
• Conjoint analysis
• Consumer behavior
• Data privacy
• Focus groups
• Privacy paradox
• Trade-offs

Statement dc:rights

• IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/20.500.12613/10609

OAI identifier oai:identifier

oai:scholarshare.temple.edu:20.500.12613/10609