Health Data Privacy and Consumer Norm Concessions: Negotiating Privacy Through Tiered Transparency.
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| Title: | Health Data Privacy and Consumer Norm Concessions: Negotiating Privacy Through Tiered Transparency. |
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| Authors: | Azzari, Courtney Nations (AUTHOR), Bourassa, Maureen (AUTHOR), Walker, Kristen L. (AUTHOR), LaBarge, Monica C. (AUTHOR) |
| Source: | Journal of the Association for Consumer Research. Jul2025, Vol. 10 Issue 3, p249-263. 15p. |
| Subjects: | Data privacy, Privacy, Value proposition, Reciprocity (Psychology), Honesty, Consumer attitudes, Phenomenology |
| Abstract: | The authors explore reciprocity norms (equity, fairness, honesty, respect, and trust) and the assumption that they exist in privacy communication around digital exchanges, yet question whether they are evident to consumers. Using a phenomenological approach, depth interviews illuminate consumer perceptions of these norms. Findings reveal that in digital exchanges, consumers experience artificial choice: they desire or require access to services but face high risk and as a result they make concessions, including conceding expectations of reciprocity norms. Consumers respond by rationalizing these compromising behaviors and engaging in a lackadaisical approach regarding privacy decision making. Ultimately, consumers prefer humanization and meaningful transparency in data exchange. Through a lens of relationships and reciprocity norms, this research offers a nuanced approach to how companies and consumers might negotiate privacy concerns through what the authors term "tiered" transparency. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of the Association for Consumer Research is the property of University of Chicago Press and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | The authors explore reciprocity norms (equity, fairness, honesty, respect, and trust) and the assumption that they exist in privacy communication around digital exchanges, yet question whether they are evident to consumers. Using a phenomenological approach, depth interviews illuminate consumer perceptions of these norms. Findings reveal that in digital exchanges, consumers experience artificial choice: they desire or require access to services but face high risk and as a result they make concessions, including conceding expectations of reciprocity norms. Consumers respond by rationalizing these compromising behaviors and engaging in a lackadaisical approach regarding privacy decision making. Ultimately, consumers prefer humanization and meaningful transparency in data exchange. Through a lens of relationships and reciprocity norms, this research offers a nuanced approach to how companies and consumers might negotiate privacy concerns through what the authors term "tiered" transparency. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 23781815 |
| DOI: | 10.1086/735576 |
