Sharing versus donating: The role of message framing in consumers' private information disclosure for societal benefits

Across three studies, this research elucidates how message frames—sharing versus donating—can affect consumers' private information disclosure for societal benefits through perceived sacrifice. This effect is moderated by perceived importance of the cause. First, we demonstrate that the sharing (donating) frame can generate more (less) private information disclosure for societal benefits. Second, we examine the mechanism by which the sharing (donating) frame leads to less (more) perceived sacrifice and then more (less) information disclosure. Third, we introduce the perceived importance of the cause and find that for people who perceive the importance of the cause is high, the donating (sharing) frame leads to less (more) perceived sacrifice and stronger (weaker) intention for private information disclosure. This research has implications for marketers, consumers, and society as a whole.