High subjective socioeconomic status positively predicts the willingness to disclose privacy

In the digital era, consumers’ information has become a vital marketing asset. Despite the potential risks associated with compromising privacy, some consumers willingly permit companies to collect their data. As consumers with more resources may face more significant consequences if their privacy is compromised, it is important to understand the privacy disclosure intent of consumers with high socioeconomic status. We conducted two studies,  in the United States (n = 284) and China (n = 303). We found that high subjective (but not objective) socioeconomic status positively predicted participants’ tendency to report their personal information in the consumer survey, with this relationship being mediated by higher levels of interpersonal trust. This is the first study to examine the relationship between subjective socioeconomic status and personal information disclosure. As such, it contributes to expanding existing research domains while also offering valuable insights into marketing strategies aimed at safeguarding consumer privacy.