5. Discussion
The results of the mixed method approach in this study contribute to the theory on the power-responsibility equilibrium in three main areas: theory, methodology, and marketing and public policy. 5.1. Contributions to theory This study extends the power-responsibility equilibrium for information privacy by adding a key variable for individual differences. Specifically, this new framework shows the importance of the consumer's locus of control in contrast to the research that discusses other individual difference variables as they relate to permission marketing and privacy concerns (Kumar, Zhang, & Luo, 2014). This extension of the power-responsibility equilibrium includes constructs on consumers' perceptions in the areas of fairness and the AMC. While the model examines the outcome for the perception of fairness, the literature does not tie this construct to the consumer's attitude in relation to the way power holders actually communicate a policy to consumers. In doing so, the study adds attitudinal components to the framework within the context of a broader citizen-consumer “marketing as society” framework. Research from Li (2014) argues that rather than providing exclusion and solitude to consumers, they instead want to feel a sense of fairness from receiving their desired level of privacy
