No strings attached: When giving it away versus making them pay reduces consumer information disclosure

Tiffany Barnett White, Thomas P. Novak, Donna L. Hoffman

Research output: Contribution to journalArticle

Abstract

We examine egocentric biases in mental accounting that occur when consumers face the prospect of disclosing personal information in exchange for online marketing incentives. We find that consumers keep balanced "mental accounts" of the costs and benefits of such exchanges when they are contingent or temporally integrated. However, when non-contingent exchanges are temporally separated so that benefits precede costs, or when bias correction is impeded in the same non-contingent transaction, consumers keep separate mental accounts in which they egocentrically devalue the marketers' incentives, making them less likely to reciprocate by disclosing. We explore consequences of these findings for online relationships between consumers and marketers.

Original languageEnglish (US)
Pages (from-to)184-195
Number of pages12
JournalJournal of Interactive Marketing
Volume28
Issue number3
DOIs
StatePublished - Aug 2014

Fingerprint

Information disclosure
Consumer information
Marketers
Incentives
Mental accounts
Mental accounting
Personal information
Costs and benefits
Integrated
Online marketing
Benefit-cost
Bias correction

Keywords

  • Egocentric bias
  • Information disclosure
  • Mental accounting
  • Online marketing incentives

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Cite this

No strings attached : When giving it away versus making them pay reduces consumer information disclosure. / White, Tiffany Barnett; Novak, Thomas P.; Hoffman, Donna L.

In: Journal of Interactive Marketing, Vol. 28, No. 3, 08.2014, p. 184-195.

Research output: Contribution to journalArticle

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