Plain English in User Terms: Spillover Effects of Enhanced Readability on Consumer Trust

Sokiente W. Dagogo-Jack and Tim R. Samples

Journal of the Association for Consumer Research, 2025, vol. 10, issue 3, 316 - 329

Abstract: Disclosure is the cornerstone of the notice and choice model of digital privacy. In theory, notice and choice frameworks empower individuals to manage their privacy via autonomous decisions. In practice, digital consumers are inundated with terms of use (TOU) agreements and other legal notices. Among the most prolific texts in human history, TOUs govern privacy and digital rights at societal scale, yet are notoriously difficult to understand. To aid comprehension, some platforms provide plain language summaries of legal terms, but how such efforts spill over to influence consumer perceptions remains unclear. In five experiments that merge legal and marketing perspectives, we find that plain language TOU summaries increase perceived brand trustworthiness via subjective fluency but decrease perceived trustworthiness via objective understanding. Additionally, we demonstrate a boundary condition based on trait trust tendencies. We conclude by discussing marketing, public policy, and legal implications.

Date: 2025
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