Anonymity and its psychological implications in consumer behaviour

The dissertation sheds light on the construct anonymity and its applications in consumption contexts. The rapid growth of media platforms and online technology has transformed the way we communicate and exchange information. Simultaneously, concerns for online privacy protection have considerably increased. Under the domain of privacy, anonymity is often regarded as an online tool to protect personal information. This understanding, however, narrows the scope of the construct and hinders its research in the consumer behaviour domain. As one of the first studies to explore the psychological implications of anonymity, the dissertation endeavours to lift the "online label" of the construct and position it more properly in consumer research. To achieve this purpose, I develop a scale of consumer attitudes towards anonymity in Essay 1 and use this scale to explore the manifestations of anonymity in everyday behaviour in Essay 2. The findings make significant contributions to the literature and marketing practices.