Beyond the Privacy Paradox: Objective versus Relative Risk in Privacy Decision Making
Beyond the Privacy Paradox: Objective versus Relative Risk in Privacy Decision Making
复制标题
超越隐私悖论：隐私决策中的客观风险与相对风险
DOI：
10.2139/ssrn.2765097
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
A. Acquisti
中科院分区：
文献类型：
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作者：
Idris Adjerid;Eyal Péer;A. Acquisti
隐私决策已经从不同的角度进行了审查。一种占主导地位的“规范”观点侧重于理性的过程，通过这些过程，对隐私具有稳定偏好的消费者将隐私选择的预期好处与潜在成本进行权衡。最近，另一种“行为”视角利用行为决策研究的理论，将隐私决策解释为认知启发式和偏差可预见地发生的过程。在一系列实验中，我们通过评估客观披露风险的变化和相对披露风险感知的变化对假设和实际消费者隐私选择的影响，比较了这两个视角的预测能力。我们发现，相对风险和客观风险实际上都会影响消费者的隐私决策。然而，令人惊讶的是，在假设和实际的选择环境之间，风险的客观变化的影响会减弱。反之亦然，从假设到实际的选择环境，相对风险的影响更为明显。我们的结果提出了一种整合隐私决策的不同IS文献流的方法：相对于实际的选择环境，消费者可能高估了他们对规范因素的反应，而低估了他们对假设选择环境中的行为因素的反应。
Privacy decision making has been examined from various perspectives. A dominant “normative” perspective has focused on rational processes by which consumers with stable preferences for privacy weigh the expected benefits of privacy choices against their potential costs. More recently, an alternate “behavioral” perspective has leveraged theories from behavioral decision research to construe privacy decision making as a process in which cognitive heuristics and biases predictably occur. In a series of experiments, we compare the predictive power of these two perspectives by evaluating the impact of changes in objective risk of disclosure and the impact of changes in relative perceptions of risk of disclosure on both hypothetical and actual consumer privacy choices. We find that both relative and objective risks can, in fact, impact consumer privacy decisions. However, and surprisingly, the impact of objective changes in risk diminishes between hypothetical and actual choice settings. Vice versa, the impact of relative risk is more pronounced going from hypothetical to actual choice settings. Our results suggest a way to integrate diverse streams of IS literature on privacy decision making: consumers may both over-estimate their response to normative factors and under-estimate their response to behavioral factors in hypothetical choice contexts relative to actual choice contexts.