Using Justice Theory to Understand Information PrivacyMuch has been written on the notion of justice or fairness, from a wide variety ofdisciplines, including ethics, economics, management, sociology, and psychology,resulting in a plethora of definitions and uses of the concept (see [20] for a review).Recently, justice theory has seen a popular return in the privacy literature [3, 27,62]. Accordingly, scholarly efforts have been devoted to theoretical development for analyzing privacy through a justice theoretical lens (e.g., [27, 43, 66]). A generalconclusion from this stream of research is that the fairness perceptions of a firm’sinformation practices can have a major positive effect on consumers’ privacy decisionmaking [26]. Specifically, the presence of justice, with the concerns for fairness,transparency, and accountability for privacy protection actions, provides consumerswith the tangible processes and psychological benefits such as confidence and controlthat lead to a positive outcome of their privacy calculus and a greater willingness todisclose personal information [27].
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