The State of Consumer Safety Perceptions and Brand Loyalty in the Data Privacy Crisis

Data privacy and sharing with third parties continue to be prominent societal issues that have consumers questioning the safety of their personal information. In addition, significant global events are proposed as having an impact on consumer perceptions of safety. Using the Online Privacy Concern Scale and the Neuroception of Psychological Safety Scale informed by Polyvagal Theory, this research examines reactions to specific types of data sharing and how feelings of safety impact privacy concerns. The research also looks to understand how feelings of safety toward a brand impact consumer loyalty. Being the first study that applies these two scales, this research offers several important implications regarding data privacy and consumer safety perceptions.