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EMAC 2024 Annual


Disclosure under (dis)fluent conditions
(A2024-119840)

Published: May 28, 2024

AUTHORS

Carolina Cuervo-Robert, Toulouse School of Management; Sandra Laporte, TSM Toulouse School of Management; Matthieu Bouvard, Toulouse School of Management

ABSTRACT

In this paper, we explore how manipulating fluency in disclosure settings could influence disclosure behavior. From a dual-process perspective, we show that decreasing perceived fluency will lead to lower disclosure levels as disfluency prompts effortful deliberation and suspicion. We focus on fast-paced contexts, in which technological innovation allows firms to derive offerings out of consumer data. In two mixed design experiments, we operationalize fluency through data congruency and we show that perceptions of high congruency increase intentions to share personal data. We observe that this effect is partially mediated by sensitivity, and we discuss the malleable nature of data sensitivity as we introduce the concepts of given and perceived sensitivity. With this, we hope to contribute to the research stream looking at the effects of privacy concerns in innovative contexts of consumption.