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Journal of Service Research
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Regulatory Focus Theory, Trust, and Privacy Concern

Jochen Wirtz

National University of Singapore

May O. Lwin

Nanyang Technological University

Relationship marketing typically requires organizations to continually collect customer information. Two distinct approaches coexist to encourage customers to disclose information: reducing privacy concern and building trust, which in the past have been examined in isolation. In the present study, regulatory focus theory is used to integrate both approaches and examine their distinct response behaviors concurrently. The findings are robust across two studies with different methods and contexts. As suggested in the proposed model, trust and privacy concern are the two central mediating variables with differentiated effects on promotion and prevention-focused behaviors. Specifically, trust mediates fairness perceptions on promotion-focused behaviors (i.e., relational behavior, relationship investment, and repatronage intentions), whereas privacy concern mediates fairness perceptions on prevention-focused behaviors (i.e., defensive, deflective, and disruptive behaviors). Implications for theory and practice are discussed.

Key Words: regulatory focus theory • justice • trust • privacy concern • information disclosure • promotion- and prevention-focused behaviors

This version was published on November 1, 2009

Journal of Service Research, Vol. 12, No. 2, 190-207 (2009)
DOI: 10.1177/1094670509335772
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