Encouraging consumers to enter a data disclosure process constitutes a crucial challenge for retailers. This paper suggests that retailers can lever consumers’ willingness to enter disclosure processes through the design of their data requests. Four experimental studies confirm that consumers are more likely to comply with a data request if retailers do not only use textual relevance arguments but also augment them with relevance-illustrating game elements to further underpin the purpose of data disclosure. This favorable effect can be delineated according to dual-processing models of decision-making: Relevance-illustrating game elements amplify the positive effect of textual relevance arguments by helping consumers to a) cognitively appreciate the objective benefits of data disclosure (i.e., meaningful engagement) and b) increase hedonic engagement on the affective processing route. However, arbitrarily chosen game elements which solely aim at entertaining without conveying the purpose of data disclosure, do not yield these positive effects. Finally, the authors show that the proposed approach is especially worthwhile for retailers facing customers with low trust levels, whereas customers with high trust levels are likely to comply with the data request regardless.

鼓励消费者进入数据披露流程对零售商构成了严峻的挑战。本文建议零售商可以通过设计其数据请求来激发消费者进入披露流程的意愿。四个实验研究证实，如果零售商不仅使用文本相关性论据，而且还使用相关性说明游戏元素来增强他们的意愿以进一步巩固数据披露的目的，那么消费者更有可能遵守数据要求。可以根据决策的双重处理模型来描述这种有利效果：关联性说明游戏元素通过帮助消费者a）认知上意识到数据公开的客观利益（即，有意义的参与）和b）增加享乐在情感加工路径上的参与。但是，仅旨在娱乐而不传达数据公开目的的任意选择的游戏元素不会产生这些积极效果。最后，作者表明，对于面对信任度低的客户的零售商而言，建议的方法特别值得，而信任度高的客户则很可能会遵守数据请求。