Southern Miss Professor Presents Research on Digital Privacy and Consumer Behavior at AIB-SE Conference

Thu, 11/21/2024 - 03:05pm | By: Dena Temple

Study by Dr. Marco Wolf and Co-Author Dr. Wendy Ritz Examines Impact of Data Breaches on Brand Trust Across France and the United States  

Dr. Marco Wolf, professor of marketing in the School of Leadership at The University of Southern Mississippi’s (USM) Gulf Park campus, recently presented new research at the annual conference of the US-Southeast Chapter of the Academy of International Business (AIB-SE) in St. Louis, Missouri. The study, co-authored with Dr. Wendy Ritz, associate teaching professor – marketing, at Florida State University, investigates the effectiveness of privacy policies in building brand trust and consumer perceptions when data breaches occur.

The research, titled "Digital Privacy Concerns, Culture, and Consumer Behavior: The Impact of Data Breaches on Brand Trust," analyzes consumer viewpoints from France and the United States, two countries with differing cultural aversion to risk (Hofstede, 1984) and approaches to internet privacy regulation. 

“As data breaches become more prevalent, it's critical for brands to understand how consumers respond and what shapes their trust and tolerance when these incidents happen," said Dr. Wolf. "This research provides important insights that can help marketers develop more effective privacy policies and crisis management strategies."

The study found that cultural differences between France and the U.S. significantly impacted consumer reactions to data breaches. French consumers exhibited lower tolerance and more severe damage to brand trust compared to their American counterparts.

"The findings highlight the need for brands to tailor their privacy and security approaches based on cultural nuances," added Dr. Wolf. "A one-size-fits-all strategy is unlikely to be effective in building consumer trust and resilience across diverse markets." 

Contact the School of Leadership for more information concerning the research conducted by Drs. Wolf and Ritz.