Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries

Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an expectation to be left alone through control and access of their personal information, time, and space. Drawing on boundary regulation perspectives from law and environmental psychology, the authors conceptualize, develop, and measure the meeting privacy expectations (MPE) scale. Six studies show the reliability and stability of the 12-item MPE scale in depicting the three subdimensions and in meeting reliability and validity criteria. The results indicate that the MPE scale is not only distinct from previously established privacy scales but also a better predictor of behavioral intentions. Moreover, the scale is invariant across different cultures and influences cognitive trust and emotional violation. The authors find that meeting privacy expectations vary in their levels and outcomes cross-culturally. Marketers can use the MPE scale to globally track, assess, manage, and plan for meeting the changing consumer privacy expectations. The MPE scale is a good candidate to address the rising public policy issues related to privacy.