@article {1972291,
	title = {Privacy versus Reward: Do Loyalty Programs Increase Consumers{\textquoteright} Willingness to Share Personal Information with Third-party Advertisers and Data Brokers?},
	journal = {Journal of Retailing and Consumer Services},
	year = {2015},
	month = {2015},
	abstract = {Empirical study shows U.S. online shoppers significantly identify third-party advertisers and data brokers as separate agents and display different attitudes toward sharing their PI in the context of online retailing. Applying Westins{\textquoteright} Privacy Segmentation Index, the results showed that enrollment in multiple loyalty programs significantly predicts Privacy Pragmatic shoppers{\textquoteright} willingness to share personal information, while consumer commitment significantly increases both the Privacy Unconcerned and Pragmatist groups{\textquoteright} willingness to share. Conversely, this is not the case for Privacy Fundamentalists. Age and gender also played important roles in predicting consumers{\textquoteright} willingness to share their PI with advertisers and data brokers.},
	keywords = {Business Law},
	author = {Jai,Tun-Min (Catherine) and King,Nancy}
}