Willingness to disclose personal information in the context of addressable TV advertising. What is the role of personal and situational factors?

Abstract

The new technology of addressable advertising on TV opens the door to better targeting and measurement of TV advertising campaigns. However, gaining access to consumer data is paramount for this new technology. This article aims to understand consumers’ willingness to disclose personal information in the context of addressable advertising by applying privacy calculus theory. The authors administered a survey to 1,858 participants, examining the influence of both personal and situational factors on consumers’ willingness to disclose information. Personalization value is the strongest antecedent of willingness to disclose data, followed by privacy concerns and institutional trust. Moreover, the authors suggest how situational factors such as type of data and customer benefits—controllable by companies—influence individuals’ willingness to disclose information and how they might balance out each other.