Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

Happiness as a Driver of Social Exchanges

Published: May 28, 2019


Lars Meyer-Waarden, Toulouse School of Management Research -CNRS University Toulouse 1 Capitole; Julien Cloarec, TSM-Research, Université Toulouse Capitole, CNRS; Andreas Munzel, Toulouse School of Management Research-CNRS University Toulouse 1 Capitole


Social exchange theory; Happiness; Personalization-privacy trade-off


Disclosing personal information for personalization is a social exchange. As such, the reward (i.e., personalization) is often delayed, which increases temporal distance. Thus, according to the construal-level theory, willingness to disclose information for personalization is a process that is construed at an abstract level, where affective states play a central role. Building on social exchange and construal-level theories, we investigate to what extent happiness is a driver of a personalization-privacy trade-off. An online survey was administered to a French representative sample (n = 649) by a large consumer panel provider. The results show that happiness is the strongest driver of willingness to disclose information for personalization, thus surpassing usual privacy-related constructs (i.e. trust beliefs and risk beliefs).