Health Data Privacy and Consumer Norm Concessions: Negotiating Privacy Through Tiered Transparency

Courtney Nations Azzari, Maureen Bourassa, Kristen L. Walker and Monica C. LaBarge

Journal of the Association for Consumer Research, 2025, vol. 10, issue 3, 249 - 263

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.

Date: 2025
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