Interaction Privacy: A Study of Threats and Consequences

The purpose of the dissertation is to explore interaction privacy, a person’s ability to control the amount of access others have to the self during relational encounters in attempts to achieve ideal levels. According to marketing research, a positive shopping experience is becoming all the more important (Achrol & Kotler, 2012; Deighton et al., 2012), which could be enhanced with adequate levels of shopper privacy. Using reactance theory (Brehm 1966) as guidance, the model examines privacy encroachments through visual and physical dimensions which lead to threats that cause an individual to realize control has been lost and reactance then occurs. The research focuses on encroachments by employees. Using two written scenario and one video scenario experiments the dissertation tests the relationship of interaction privacy on identity threats, purchase pressure, loss of control, basket size and abandonment in the store. Legitimacy of threat is also examined as a moderator to further explore contextual influences to the relationships associated to interaction privacy.