DISCLOSING INFORMATION TRUTHFULLY – A COMPARISON OF COMPETING THEORETICAL MODELS

Personally identifiable information (PII) is highly valuable to organizations as it enables benefits like personalized products, targeted advertising, and enhanced services. However, consumers are reluctant to provide truthful information fearing security breaches and misuse. Our research compares two competing theoretical models (CTMs) namely, privacy calculus and neutralization theory in terms of explanatory power, overall model fit, and paths significance to predict behavioral intention to provide truthful information in an incentive Vs. No incentive group setting. Our research has the potential to offer managerial insights into the influence of incentives on intentions to disclose truthful information across contexts.