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EMAC 2024 Annual


Let it go: the Effect of Stress on Anonymous Self-Disclosure
(A2024-119736)

Published: May 28, 2024

AUTHORS

Daniela Cristian, Bayes Business School (formerly Cass); Sinem Acar-Burkay, USN Business School

ABSTRACT

Despite increasing concerns regarding information privacy and regulations that enhance consumers’ control over their personal data, consumers voluntarily share personal and sensitive information about themselves. The current research identifies one important driver of consumer self-disclosure: psychological stress. Specifically, it shows that consumers are more likely to disclose negative information about themselves (e.g., a social transgression such as cheating on an exam, using a fake ID, etc.), when they are under high (vs. low) stress. However, this effect is attenuated when self-promotion motives are salient.