Professor Morimoto’s research article on consumers’ online information disclosure has been published in Journal of Promotion Management

Professor Morimoto’s article titled “The Association between Brand Trust, Familiarity and Personal Information Disclosure: A Case of Japanese Consumers” is published in Journal of Promotion Management.

DOI: 10.1080/10496491.2023.2279774

This study examined the effects of personal information types and brand familiarity on Japanese consumers’ perceived brand trust, privacy concerns, and anxiety about personal information disclosure to marketers.
It also investigated how the cultural dimensions of Japanese consumers affect the relationships between privacy concerns, perceived brand trust, and personal information disclosure outcomes.

The results of an online experiment (n=771) showed that cultural factors, namely uncertainty avoidance and independent self-construal, moderated the relationship between brand trust and anxiety regarding personal information disclosure to marketers.