Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth

Consumers show increasing levels of concern regarding disclosing information to companies, as retailers’ access to their personal information heightens their feelings of vulnerability. Although customers’ personal information is crucial for targeting actual and potential customers, the extant discussion regarding the determinants of customers’ willingness to disclose personal information is limited. Drawing upon social judgment theory, this...