Information Sensitivity and Willingness to Provide Continua: A Comparative Privacy Study of the United States and Brazil

This article develops information continua for (1) the perceived sensitivity of data and (2) consumers’ willingness to disclose information that can be used to evaluate information attitudes of U.S. and Brazilian consumers. Using a cross-national survey between U.S. and Brazilian consumers, this research examines how consumers’ perceived sensitivity and willingness to provide information are affected by country of origin, age, perceived privacy control, consumer data relationship (with a friend, marketer, trusted marketer, or unknown marketer), and type of information (whether it is personally identifiable information or linkable). The findings provide public policy insights into potential market solutions and regulatory approaches that bridge the gap between marketers’ need for personalizing customer relationships and consumers’ preferences for information privacy.