Tearing down the rules surrounding the social dilemma: The effect of information detail and control on consumers’ data collection concerns

Consumers’ data collection concerns, i.e., concerns over how companies gather and use personal data, can impede adoption of artificial intelligence–enabled products. Building on prior research on privacy inhibitors, the current research investigates whether, how, and when a high level of control might magnify the effect of detailed information in reducing consumers’ data collection concerns. Tests of the conceptual model with four independent online experiments (combined N = 1183) confirm (1) a negative effect of information detail on consumers’ data collection concerns and a significant moderating influence of control (Studies 1 and 2); (2) serial mediation by perceived communication effectiveness and subsequent understanding of the utility of providing personal data, which explains the relationship between information detail and consumers’ data collection concerns (Study 3); and (3) relevant boundary conditions, pertaining to the type of benefits consumers gain (Study 4). These findings add to existing theoretical knowledge, provide actionable managerial implications, and identify avenues for further research