Investigating how to improve consumer engagement with terms and conditions (T&C)
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Yannik Frank Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
Online Terms and Conditions (T&C) have become increasingly complex and prevalent. This research used experimental studies to examine readership and investigate effects of fairness cues on behavioural and perceptual outcomes across T&C encounters. It confirmed low readership and found consistent habituation across encounters, even when fairness cues were utilised to inform consumers about T&C content. Manipulating T&C reasonableness, results demonstrated the need for consumers to easily be able to make fairness judgements, with fairness cues leading to significant increases in unreasonable T&C rejection, increased engagement, feelings of control, and confidence. The research can be used to inform online T&C regulation.
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| ID Code: | 212718 |
|---|---|
| Item Type: | QUT Thesis (Master of Philosophy) |
| Supervisor: | Weeks, Clinton & Jin, HS |
| Keywords: | terms and conditions, consumer engagement, fairness cues, habituation, learned helplessness, T&C, effortless awareness |
| DOI: | 10.5204/thesis.eprints.212718 |
| Divisions: | Current > QUT Faculties and Divisions > Faculty of Business & Law Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 15 Sep 2021 03:12 |
| Last Modified: | 15 Sep 2021 03:12 |
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