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Lookup NU author(s): Dr Davit MarikyanORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
New technologies enable retailers to collect large amounts of information about consumers, which might lead to ethical issues and risks of individuals' privacy loss. However, consumers might choose to disclose information to retailers when they perceive that the information would generate more benefits for themselves rather than for the retailer. Since little research has been done to explain the role of age in disclosing personal information to third parties, the present study investigates the difference in the perception of one's own control when it comes to the usage of privacy-threatening technology depending on respondents' age. Drawing upon uses and gratification theory, the present study explores the response of consumers from four generational cohorts towards the facial recognition technology in retailing. Results reveal that the locus of control over information collected by the technology is neither related to the age of consumers nor to their knowledge of a specific technology used to collect their personal data. Instead, consumers' expected gratifications (in terms of economic and utilitarian) vary across different age groups. Implications for practitioners are discussed.
Author(s): Pantano E, Vannucci V, Marikyan D
Publication type: Article
Publication status: Published
Journal: Journal of Consumer Behaviour
Year: 2023
Volume: 22
Issue: 2
Pages: 288-299
Print publication date: 01/03/2023
Online publication date: 30/11/2022
Acceptance date: 21/11/2022
Date deposited: 20/12/2024
ISSN (print): 1472-0817
ISSN (electronic): 1479-1838
Publisher: Wiley
URL: https://doi.org/10.1002/cb.2124
DOI: 10.1002/cb.2124
Data Access Statement: The data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions.
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