The Impact of Relative Standards on the Propensity to Disclose
The Impact of Relative Standards on the Propensity to Disclose
复制标题
DOI：
10.1509/jmr.09.0215
复制
发表时间：
2012-04-01
影响因子：
6.1
通讯作者：
Loewenstein, George
中科院分区：
文献类型：
--
作者：
Acquisti, Alessandro;John, Leslie K.;Loewenstein, George
两组研究说明了披露行为的比较性质。第一组调查了其他人是否愿意泄露信息的信号如何影响泄露，并显示出“羊群”效应：当调查受访者被告知以前的受访者已经进行了敏感信息披露时，他们更愿意泄露敏感信息（研究 1a）。作者提供了这种效应背后的过程的证据，并通过表明其他人披露倾向的信息会影响受访者因泄露而产生的不适感（研究 1b），但不会影响他们对问题的解释（研究 1c），从而排除了其他解释。第二组研究调查了不同侵入性询问的顺序如何影响泄密，并表明泄密以调查中的初始问题为基础。当问题按照侵入性递减的顺序提出时，人们特别有可能透露，而当问题按照递增的顺序提出时，人们不太可能透露（研究 2a）。作者表明，这种效应是通过影响人们对询问的侵入性的判断而产生的（研究 2b）。当研究开始时就引发了隐私问题（研究 2c），并且当受访者被要求考虑一组不同问题的相对侵入性（研究 2d）时，效果就会改变。这项研究有助于阐明消费者的披露倾向如何受到持续不断的个人信息请求以及同样不可避免的大量有关他人个人信息的影响。
Two sets of studies illustrate the comparative nature of disclosure behavior. The first set investigates how divulgence is affected by signals about others' readiness to divulge and shows a "herding" effect: Survey respondents are more willing to divulge sensitive information when told that previous respondents have made sensitive disclosures (Study 1a). The authors provide evidence of the process underlying this effect and rule out alternative explanations by showing that information on others' propensity to disclose affects respondents' discomfort associated with divulgence (Study lb) but not their interpretation of the questions (Study 1c). The second set of studies investigates how divulgence is affected by the order in which inquiries of varying intrusiveness are made and suggests that divulgence is anchored by the initial questions in a survey. People are particularly likely to divulge when questions are presented in decreasing order of intrusiveness and less likely when questions are presented in increasing order (Study 2a). The authors show that the effect arises by affecting people's judgments of the intrusiveness of the inquiries (Study 2b). The effect is altered when, at the outset of the study, privacy concerns are primed (Study 2c) and when respondents are made to consider the relative intrusiveness of a different set of questions (Study 2d). This research helps illuminate how consumers' propensity to disclose is affected by continual streams of requests for personal information and by the equally unavoidable barrage of personal information about others.