Espartel, Lélis BalestrinRohden, Simoni F.2024-11-062024-11-062024-09-25PURE: 102521907PURE UUID: aaeecc13-c4b7-4599-8a78-817f538fc327http://hdl.handle.net/10362/174715Espartel, L. B., & Rohden, S. F. (2024). Striking a balance: Information sensitivity in smart retailing and consumer responses. In Proceedings of the European Marketing Academy (pp. 1-11). Article 122553 European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/R2024-122553.pdfThis study explores the impact of information sensitivity on consumer behavior in smart retailing contexts. Findings reveal that consumers perceive different levels of sensitivity in information requests, influencing their willingness to disclose data, use technology, and satisfaction levels. Risk perceptions and suspicion emerge as explanatory mechanisms, indicating that perceived risks and doubts about company motives intensify the negative effects of sensitivity. Managerially, companies must balance leveraging customer information with respecting privacy concerns. Strategies like transparency policies and providing options for sharing basic versus sensitive data can mitigate consumer apprehensions.11384347engprivacy concernsretail technologyconsumer decision-makingSDG 12 - Responsible Consumption and Productionconference objecthttps://proceedings.emac-online.org/pdfs/R2024-122553.pdf