Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance-Illustrating Game Elements

Margarita Bidler, Johanna Zimmermann, Jan H. Schumann and Thomas Widjaja

Journal of Retailing, 2020, vol. 96, issue 4, 507-523

Abstract: Encouraging consumers to enter a data disclosure process constitutes a crucial challenge for retailers. This paper suggests that retailers can lever consumers’ willingness to enter disclosure processes through the design of their data requests. Four experimental studies confirm that consumers are more likely to comply with a data request if retailers do not only use textual relevance arguments but also augment them with relevance-illustrating game elements to further underpin the purpose of data disclosure. This favorable effect can be delineated according to dual-processing models of decision-making: Relevance-illustrating game elements amplify the positive effect of textual relevance arguments by helping consumers to a) cognitively appreciate the objective benefits of data disclosure (i.e., meaningful engagement) and b) increase hedonic engagement on the affective processing route. However, arbitrarily chosen game elements which solely aim at entertaining without conveying the purpose of data disclosure, do not yield these positive effects. Finally, the authors show that the proposed approach is especially worthwhile for retailers facing customers with low trust levels, whereas customers with high trust levels are likely to comply with the data request regardless.

Keywords: Data disclosure request; Meaningful engagement; Hedonic engagement; Personalization; Gamification (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435920300646
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:96:y:2020:i:4:p:507-523

DOI: 10.1016/j.jretai.2020.10.001

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().