The power of words: how linguistic framing affects consent in retail privacy policies

In response to growing concerns over data security, many retailers now disclose their privacy policies and display statements declaring the use of “cookies” on their websites. These disclosures typically include a request for consumers to consent to the company’s use of cookies, pixels, or other tracking technology articulated within company policies. While existing research focuses on consumer comprehension of these policies and response to data privacy breaches, less attention has been paid to how subtle wording choices in privacy policy disclosures influence consumer behavior online. Building on previous research on linguistic framing effects, our findings support the hypothesis that using permission-based (vs. recognition-based) language in retailer privacy policies leads consumers to be less likely to consent. In particular, our research shows that when retailers use permission-based words (i.e., “allow”) compared to recognition-based words (i.e., “aware”) in their request for consumer consent to privacy policies, consumers perceive the request to be more direct, which reduces their willingness to consent to the policies. Across nine studies we show this effect and discuss important implications for policymakers and retailers.