The authors provide an historical overview into different schools of thought of corporate-level marketing, and then conncet them with further implications for teaching, research and managers. The theoretical analysis provides further support for concepts of corporate marketing and suggests a related research agenda for deeper understanding of corporate marketing. Schools of thought give further insights for students. Marketing managers benefit from different thinking while building strong corporate brands.
The authors propose applying Habermas's Theory of Communicative Action (TCA) to discuss the benefits of incorporating the concept of interaction in the field of corporate brand management. The purpose of this paper is to gain suggestions for interactions derived from Jürgen Habermas's social theory.
This paper refers to Habermas's Theory of Communicative Action (Habermas 1984b, 1987) in terms of its implication for stakeholder interactions within corporate brand management. Based on review of the sociological literature of Habermas's Theory of Communicative Action this approach offers a more detailed picture of corporate brand management. Bodies of literature were selected, examined and the Theory of Communicative Action has been connected to corporate brand management to provide a research background and a managerially useful insight of human interactions.
Existing research on information privacy has mostly relied on the privacy calculus model which views privacy-related decision making as a rational
process where individuals weigh the anticipated risks of disclosing personal data against the potential benefits. However, scholars have recently challenged two basic propositions of the privacy calculus model. First, some authors have distinguished between general and situational factors in the context of privacy calculus and have argued that perceived risks and perceived benefits are primarily related to a situation-specific privacy assessment. Second, a growing body of literature has argued that rational considerations in privacy assessment are bounded by limited resources or
heuristic thinking. In this research, we address both of these issues and develop a conceptual model that suggests (1) that dispositional factors such as privacy concerns and institutional trust may affect situation-specific privacy calculus and (2) that privacy assessment may also be determined by momentary affective dates.
As a potential explanation to measured inconsistencies between stated privacy concerns and actual disclosing behavior, denoted as the "privacy paradox", scholars have proposed a systematic distinction between situational privacy considerations and pre-existing, superordinate factors that shape the decisive situation without being directly connected to the situation itself. Deploying an experimental approach, we explored the dynamics of two types of such pre-existing factors, namely (1) pre-existing attitudes (such as general privacy concerns and general institutional trust) and (2) pre-existing emotional states (such as an individual's current mood) in shaping situation-specific risk and benefit considerations (i.e., a situational privacy calculus). Compared to a negative emotional state, individuals in a positive emotional state were found to perceive lowered situation-specific privacy risks, even if the sources of this state were unrelated to the decisive situation at hand. Moreover, results indicated that pre-existing attitudes may be partially or even fully overridden by situational risk and benefit considerations. Adopting a differentiated view on privacy decision-making, these findings imply that the privacy paradox could be driven by a gap between pre-existing cognitive and affective factors on the one side, and situation-specific considerations and decisions on the other. Implications for researchers and practitioners are discussed.
Prior research has pointed to discrepancies between users' privacy concerns and disclosure behaviors, denoted as the privacy paradox, and repeatedly highlighted the importance to find explanations for this dichotomy. In this regard, three approaches have been proposed by prior literature: (1) use of actual disclosure behavior rather than behavioral intentions, (2) systematic distinction between pre-existing attitudes and situation-specific privacy considerations, and (3) limited and irrational cognitive processes during decision-making. The current research proposes an experiment capable to test these three assumptions simultaneously. More precisely, the authors aim to explore the contextual nature of privacy-related decisions by systematically manipulating (1) individuals' psychological ownership with regard to own private information, and (2) individuals' affective states, while measuring (3) pre-existing attitudes as well as situation-specific risk and benefit perceptions, and (4) intentions as well as actual disclosure. Thus, the proposed study strives to uniquely add to the understanding of the privacy paradox.
Investigating cognitive processes that underlie privacy-related decisions, prior research has primarily adopted a "privacy calculus" view, indicating privacy-related decisions to constitute rational anticipations of risks and benefits connected to data disclosure. Referring to psychological limitations and heuristic thinking, however, recent research has discussed notions of bounded rationality in this context. Adopting this view, the current research argues that privacy decisions are guided by thinking styles, i.e. individual preferences to decide in an either rational or intuitive way. Results of a survey indicated that individuals high in rational thinking, as reflected by a high need for cognition, anticipated and weighed risk and benefits more thoroughly. In contrast, individuals relying on experiential thinking (as reflected by a high faith into intuition) overleaped rational considerations and relied on their hunches rather than a privacy calculus when assessing intentions to disclose information. Theoretical and practical implications of these findings are discussed.
Existing research on information privacy has mostly relied on the privacy calculus model, which views privacy-related decision-making as a rational process where individuals weigh the anticipated risks of disclosing personal data against the potential benefits. In this research, we develop an extension to the privacy calculus model, arguing that the situation-specific assessment of risks and benefits is bounded by (1) pre-existing attitudes or dispositions, such as general privacy concerns or general institutional trust, and (2) limited cognitive resources and heuristic thinking. An experimental study, employing two samples from the USA and Switzerland, examined consumer responses to a new smartphone application that collects driving behavior data and provided converging support for these predictions. Specifically, the results revealed that a situation-specific assessment of risks and benefits fully mediates the effect of dispositional factors on information disclosure. In addition, the results showed that privacy assessment is influenced by momentary affective states, indicating that consumers underestimate the risks of information disclosure
when confronted with a user interface that elicits positive affect.
