Research seminar by Dr. Eugene Chan

Title: Political Ideology Moderates Consumer Response to Personal Data Breaches

Abstract: It seems that it's every week when there's another news report of companies revealing breaches of their customers' data. Understanding consumers' receptivity toward personal data breaches thus is of utmost concern. Generally, personal data breaches lower consumers' attitudes toward the company and make them less trusting. However, in this research, we show consumers' political ideology (liberal vs. conservative) moderates their response to breaches of their personal data. Across one large-scale survey and two experiments, we find that conservative consumers are more trusting that companies will take action to protect their data after a data breach, and so conservatives react less negatively toward companies (e.g., their attitudes and behavioural intentions aren't as low). Theoretical, practical, and policy implications are discussed. The paper received a R&R at the Journal of Business Research.

Bio:  Eugene Chan is Associate Professor of Marketing in the Ted Rogers School of Management at Toronto Metropolitan University (formerly Ryerson University).  He uses experimental and survey methods and draws on theories from diverse disciplines in the social sciences to study how people make choices, judgments, and decisions in the marketplace, in organizations, and in society. Generally, his research revolves around three themes.  First, he studies how political ideology affects consumer behavior in both for- and non-profit contexts. Second, he studies how marketing, health, and science communication should be constructed and conveyed to best promote attitudinal and behavioral change for the better. Third, he studies how to prompt consumers to make green and environmentally-friendly choices and decisions.