Consent as a Success Factor - The Impact of Cookie Banner Tonality and Regulatory Fit

Sarah Kutscher, Isabelle Kes, Alexander Eiting and Eva Anderl

Marketing Review St.Gallen, 2022, vol. 39, issue 2, 20-27

Abstract: This paper analyzes the impact of cookie banner tonality and its fit with the consumer's mindset on the intention to give consent. By providing a link between consumer mindsets and cookie banner tonality, this study offers practical guidance regarding the phrasing of cookie banner messages.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276180

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