Applying the nutri-score to personal data: the impact of a privacy score on consumer decision-making for connected devices

David Vidal (), Josselin Masson, Audrey Portes () and Anne-Sophie Cases
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David Vidal: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, MRM-MPR - Management et Pratiques Responsables - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Josselin Masson: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, MRM-MPR - Management et Pratiques Responsables - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Audrey Portes: MBS School of Business
Anne-Sophie Cases: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, MRM-MPR - Management et Pratiques Responsables - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Abstract: Considering the heightened threats posed by unethical methods in companies' collection and usage of consumer data, in this research we introduce a privacy score and examine its interactive effects with a brand on consumers' perceptions of vulnerability and their intention to purchase connected devices. Grounded in signalling theory, this research presents an experiment in which both the privacy score and the brand are manipulated to investigate how consumers use signals to cope with information asymmetries when purchasing smart speakers. Findings show that a favourable privacy score reduces perceived vulnerability and increases purchase intention. However, this effect is brand dependent and maximized for untrustworthy brands. Overall, this research enhances our understanding of the privacy paradox and the interactive effects of signals.

Keywords: : Consumer privacy; brand; signalling theory; connected devices; privacy paradox (search for similar items in EconPapers)
Date: 2025-05-14
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Published in 41ème Congrès International de l’AFM, May 2025, Lille (France), France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05532863

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