Seminar: Donate to get along: Persuading Messages for Private Information Donation
National Economics University
E-PhD Program Seminar Series
Donate to get along: Persuading Messages for Private Information Donation
by
Trang Thanh Mai-McManus
Shannon School of Business,
Cape Breton University, Canada
Time and Venue
Time: 4.00PM – 5.00PM
Date: Friday, 3 May 2024
Venue: Room 15.01, Level 15, Building A1, National Economics University
207 Giai Phong Road, Hanoi, Vietnam
Abstract
Private information collected from individuals is an invaluable resource for public good. However, the literature lacks a nuanced understanding of how to persuade consumers to donate their private information for the betterment of others. This research investigated the impact of exposure to communal focus donation appeals on consumers’ perceived persuasiveness and willingness to donate private information in order to further the public good, as well as the role of donation context to those causal relationships. This paper addressed these related problems through 3 studies. Study 1 demonstrated how the communal language was used more frequently with higher intensity in actual donation messages. Study 2 demonstrated the causal relationship of communal focus message on consumer’s perceived persuasiveness and their willingness to donate their private information for public good. Study 3 was dedicated to testing the mediating effect of heuristic information of the relationship between a communal focus message and perceived persuasiveness and willingness to donate private information. The outcomes of this research will have both theoretical implications such as enriching the literature on donation and social cognition, as well as managerial implications like providing recommendations to institutions that collect consumer’s private information for public good.
About presenter
Dr. Trang Mai-McManus is an Assistant Professor of Marketing at the Shannon School of Business, Cape Breton University, Canada. Dr. Mai-McManus holds a Ph.D. from University of Manitoba, Canada. Her research has three streams: Stream one focuses on psychological processes driving consumer’s perception of information privacy and consequential behaviours (i.e., applying online identity theft protection countermeasures, private information sharing and donating, and revealing private information on social media). Stream two focuses on the effects of individual’s body size on observer’s characteristic inference making. Stream three focuses on the applications of Virtual Reality technology in advertising and disaster communication.
About series
This seminar series is part of the E-PhD Program at National Economics University. It targets PhD students, early-career researchers, and senior faculty who find interested in doing research in the areas of economics, business, management, and other inter-disciplinary fields of social science. The series is a platform for the wider research community to exchange ideas, networks and collaborations.
Contact details
Bach Ngoc Thang
Seminar series coordinator
Room 15.04, Building A1
Institute for Sustainable Development
National Economics University
207 Giai Phong Road, Hanoi, Vietnam
M: +84 35 443 1750
E: bnthang@gmail.com, or thangbn@neu.edu.vn
