A New Information Lens: The Self-concept and Exchange Context as a Means to Understand Information Sensitivity of Anonymous and Personal Identifying Information

Given technological advances, consumers' sensitivity around personal information is shifting, whereby information once considered innocuous, is now considered more sensitive and warrants more protection. This research examines the self-concept and exchange context as a new lens to understand consumer sensitivity to anonymous and personal identifying information exchange. Two studies examine the role of the public and private self in predicting attitudes toward sharing PII and non-PII items, and across different information exchange contexts. Implications for business and policy makers are provided.