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
DOI：
10.25300/misq/2018/14316
复制
发表时间：
2018-06-01
期刊：
影响因子：
7.3
通讯作者：
Acquisti, Alessandro
中科院分区：
文献类型：
--
作者：
Adjerid, Idris;Peer, Eyal;Acquisti, Alessandro
隐私决策已在文献中从不同的角度进行了审查。一个占主导地位的“规范”的角度集中在理性的过程中，消费者与稳定的隐私偏好权衡隐私选择的预期收益对他们的潜在成本。最近，一个行为的角度已经利用决策研究的理论，将隐私决策作为一个过程，在这个过程中，认知障碍和偏见可以预见地发生。在一系列的实验中，我们比较这两个角度的预测能力，通过评估的影响，在披露的客观风险的变化和披露的风险的相对看法的变化对假设和实际的消费者隐私选择的影响。我们发现，相对和客观的风险，事实上，影响消费者的隐私决策。然而，令人惊讶的是，风险的客观变化的影响在假设和实际选择设置之间减弱。反之亦然，相对风险的影响变得更加明显，从假设到实际的选择设置。我们的研究结果表明，一种方法来整合不同的流的信息系统文献的隐私决策：在假设的选择背景下，相对于实际的选择背景下，消费者可能会高估他们的反应规范因素和低估他们的反应行为因素。
Privacy decision making has been examined in the literature from alternative 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, a behavioral perspective has leveraged theories from 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 the objective risk of disclosure and the impact of changes in the 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, influence 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 becomes more pronounced going from hypothetical to actual choice settings. Our results suggest a way to integrate diverse streams of the information systems literature on privacy decision making: in hypothetical choice contexts, relative to actual choice contexts, consumers may both overestimate their response to normative factors and underestimate their response to behavioral factors.