Personalizing Privacy Protection With Individuals' Regulatory Focus: Would You Preserve or Enhance Your Information Privacy?

Reza Ghaiumy Anaraky, Yao Li, Hichang Cho, Danny Huang, Kaileigh A. Byrne, Bart Knijnenburg, Oded Nov

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In this study, we explore the effectiveness of persuasive messages endorsing the adoption of a privacy protection technology (IoT Inspector) tailored to individuals' regulatory focus (promotion or prevention). We explore if and how regulatory fit (i.e., tuning the goal-pursuit mechanism to individuals' internal regulatory focus) can increase persuasion and adoption. We conducted a between-subject experiment (N = 236) presenting participants with the IoT Inspector in gain ("Privacy Enhancing Technology"-PET) or loss ("Privacy Preserving Technology"-PPT) framing. Results show that the effect of regulatory fit on adoption is mediated by trust and privacy calculus processes: prevention-focused users who read the PPT message trust the tool more. Furthermore, privacy calculus favors using the tool when promotion-focused individuals read the PET message. We discuss the contribution of understanding the cognitive mechanisms behind regulatory fit in privacy decision-making to support privacy protection.

Original languageEnglish (US)
Title of host publicationCHI 2024 - Proceedings of the 2024 CHI Conference on Human Factors in Computing Sytems
PublisherAssociation for Computing Machinery
ISBN (Electronic)9798400703300
DOIs
StatePublished - May 11 2024
Event2024 CHI Conference on Human Factors in Computing Sytems, CHI 2024 - Hybrid, Honolulu, United States
Duration: May 11 2024May 16 2024

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Conference

Conference2024 CHI Conference on Human Factors in Computing Sytems, CHI 2024
Country/TerritoryUnited States
CityHybrid, Honolulu
Period5/11/245/16/24

Keywords

  • Framing effect
  • Personalized persuasion
  • Privacy
  • Regulatory fit

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software

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