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EMAC 2021 Annual Conference


What’s up doc? Transparency, control, and the personalization-privacy paradox
(A2021-94030)

Published: May 25, 2021

AUTHORS

Julien Cloarec, Université Laval; Charlotte Cadieu, Université Lyon 3 Jean Moulin; Nour Alrabie, TSM-Research, Université Toulouse Capitole, CNRS

ABSTRACT

Since the GDPR adoption, websites are now required to be transparent in the management of consumers’ data and to allow consumers to set their privacy settings. Although several studies examined the consequences of transparency and privacy control on consumers' online experience, several limitations invite further research. We overcome the static view of transparency-control by implementing an innovative methodology. First, in an inter-subject experiment, we generate a richer understanding of the effect of low vs. high transparency on consumers’ relative desire for the personalization over their concern for privacy by implementing mediators generated from consumers’ insights. Second, in an intra-subject experiment, we highlight the dynamic role of privacy control, which effect on consumers’ relative desire for the personalization over their concern for privacy is mediated by a key mediator from the previous experiment (i.e., the intrusion of informational boundaries).