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Homo Varius: Investigating Intrinsic and Extrinsic Determinants to Explain Online Privacy Decisions
Karlstad University, Faculty of Health, Science and Technology (starting 2013), Department of Mathematics and Computer Science (from 2013).ORCID iD: 0000-0001-7384-4552
2020 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

When people interact with others, they control how much personal information they reveal, and, hence, make decisions about their privacy. Similarly, in online settings, they decide how much personal information they expose. However, online, their decisions might have greater consequences because of the persistent nature of disclosed information and technological complexities. Hence, technologies should provide people with comprehensive knowledge, enabling informed choices, and reducing privacy risks. Nevertheless, little is known about the interplay of the different factors that influence people's privacy choices. Sometimes, people over-disclose their personal information despite their privacy concerns, presumably relying on fast thinking of homo heuristicus. Yet, it is common to expect that people's decisions should result in more "rational" outcomes; this may decrease privacy risks - here, bringing to the forefront thinking of homo economicus.  This thesis presents insights into the understanding of online privacy decisions. Through a series of studies, we investigate the many factors that influence privacy-related attitudes and behaviors. Our work examines the interaction of the intrinsic (e.g., personality) and extrinsic (e.g., visual design of a privacy interface) determinants of online choices (e.g., disclosure). Overall, we demonstrate the complexity of human decisions in the context of online privacy, suggesting that people's choices are context-dependent and the borders between decisions of the homo heuristicus and economicus are blurry. Thus, we conclude that it is homo varius that can make privacy-aware choices by switching between rational calculations and heuristical thinking, depending on the interplay of different intrinsic and extrinsic determinants. This work provides a knowledge base for future studies investigating privacy decisions. Further, it contributes insights for privacy practitioners (e.g., designers) that may help improve current privacy designs.

Abstract [en]

When people interact with others, they control how much personal information they reveal, and, hence, they decide about their privacy. Similarly, in online settings, they decide how much personal information they expose. Sometimes, people tend to over-disclose personal information despite their privacy concerns, exposing themselves to potential risks. Hence, technologies should ensure that people understand their actions' potential negative consequences and encourage them to act according to their beliefs. Building such technologies requires an in-depth understanding of the decision-making processes. This thesis investigates the many factors that influence such processes. Particularly, it examines the interaction of the intrinsic (e.g., personality) and extrinsic (e.g., visual design of a privacy interface) determinants of online choices (e.g., disclosure). Overall, this work demonstrates the complexity of online privacy decisions, suggesting that people's choices are context-dependent, and the borders between rational and heuristic thinking are blurry.  This work provides a knowledge base for future studies investigating privacy decisions. Further, it contributes insights for privacy practitioners (e.g., designers) that may improve current privacy designs.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2020. , p. 48
Series
Karlstad University Studies, ISSN 1403-8099 ; 2020:29
Keywords [en]
Privacy, Attitudes & Behavior, Decision-Making, HCI, GUI, Usability, Visual Design, Personality, Affect
National Category
Human Computer Interaction
Research subject
Computer Science
Identifiers
URN: urn:nbn:se:kau:diva-80111ISBN: 978-91-7867-150-2 (print)ISBN: 978-91-7867-149-6 (electronic)OAI: oai:DiVA.org:kau-80111DiVA, id: diva2:1464924
Public defence
2020-10-19, 21A342, Eva Eriksson, 13:30 (English)
Opponent
Supervisors
Available from: 2020-10-02 Created: 2020-09-08 Last updated: 2020-11-04Bibliographically approved
List of papers
1. Is It Harmful?: Re-examining Privacy Concerns
Open this publication in new window or tab >>Is It Harmful?: Re-examining Privacy Concerns
2017 (English)In: Privacy and Identity Management: The Smart Revolution / [ed] Hansen Marit., Kosta Eleni., Nai-Fovino Igor., Fischer-Hübner Simone, Cham, Switzerland: Springer, 2017, p. 59-75Chapter in book (Refereed)
Abstract [en]

The increased popularity of interconnected devices, which we rely on when performing day-to-day activities expose people to various privacy harms. This paper presents findings from the empirical investigation of privacy concerns. The study revealed that people, regardless of their diversity, perceive privacy harms as generic and simplified models, not individually as suggested in Solove’s framework. Additionally, the results identified differences in privacy concerns related to information disclosure, protection behavior, and demographics. The findings may benefit privacy and system designers, ensuring that policies and digital systems match people’s privacy expectations, decreasing risks and harms.

Place, publisher, year, edition, pages
Cham, Switzerland: Springer, 2017
Series
IFIP Advances in Information and Communication Technology ; 526
Keywords
Privacy, Human factors, Attitudes, Decision making
National Category
Computer Sciences
Research subject
Computer Science
Identifiers
urn:nbn:se:kau:diva-68004 (URN)10.1007/978-3-319-92925-5_5 (DOI)000444812600005 ()978-3-319-92924-8 (ISBN)978-3-319-92925-5 (ISBN)
Projects
Privacy & Us (4961)
Funder
EU, Horizon 2020
Available from: 2018-06-26 Created: 2018-06-26 Last updated: 2020-09-08Bibliographically approved
2. Psychological Effects and Their Role in Online Privacy Interactions: A Review
Open this publication in new window or tab >>Psychological Effects and Their Role in Online Privacy Interactions: A Review
2020 (English)In: IEEE Access, E-ISSN 2169-3536, Vol. 8, p. 21236-21260Article in journal (Refereed) Published
Abstract [en]

Because of the increasing dependency on online technologies in even the most ordinary activities, people have to make privacy decisions during everyday online interactions. Visual design often influences their choices. Hence, it is in the hands of choice architects and designers to guide users towards specific decision outcomes. This “nudging” has gained much interest among scholars in interdisciplinary research, resulting in experimental studies with visual cues that may have the potential to alter attitudes and behaviors. Attitude and behavior changes are often attributed to several psychological effects manifesting in cognitive processing and decision-making. This article presents the results of a systematic literature review carried out to identify which psychological effects have been previously studied in the context of online privacy interactions. Subsequently, fifteen articles were selected and thoroughly reviewed, resulting in the identification of twenty psychological effects. The visual cues triggering these effects were recognized and classified against their capabilities to alter privacy attitudes and behaviors. Specifically, the visual cues were divided into two categories: privacy-enhancing and privacy-deteriorating. This review discusses the applicability of such cues in research and UI design. Further, the findings are discussed against the existing research on digital nudges. The authors conclude with a discussion on issues of research quality in the privacy-related field and outline the road to improvement.

Place, publisher, year, edition, pages
IEEE, 2020
Keywords
HCI, privacy, decision-making, attitude, behaviour, visual cues, design
National Category
Human Computer Interaction
Research subject
Computer Science
Identifiers
urn:nbn:se:kau:diva-76668 (URN)10.1109/ACCESS.2020.2969562 (DOI)000525391900050 ()
Projects
Privacy & Us, 4961
Funder
EU, Horizon 2020
Available from: 2020-02-05 Created: 2020-02-05 Last updated: 2020-09-08Bibliographically approved
3. (In)escapable Affect? Exploring Factors Influencing Privacy-RelatedBehavioral Intentions
Open this publication in new window or tab >>(In)escapable Affect? Exploring Factors Influencing Privacy-RelatedBehavioral Intentions
2020 (English)In: Proceedings of the 53rd Hawaii International Conference on System Sciences | 2020, Association for Information Systems, 2020, p. 4112-4121Conference paper, Published paper (Refereed)
Abstract [en]

The study was run to investigate exploratory capabilities of factors such as individual characteristics, privacy concerns and information disclosure in the context of privacy behaviors. The research examined whether affective states arising from immediate emotions alter such capabilities. The results of an online study with 474 international participants demonstrate that immediate emotions might influence information sharing. The effect of privacy concerns, personality and information disclosure on the willingness to share is stronger when participants are in a neutral affective state. However, when the positive or negative feelings take over, the influence of these factors on willingness to share decreases. In this article, we postulate the necessity to include immediate emotions into research on privacy-related decision-making and discuss the applicability of our results in the context of privacy UIs.

Place, publisher, year, edition, pages
Association for Information Systems, 2020
Keywords
End-user Empowerment in the Digital Age, Affect, Attitude, Behavior, Decision making, Show 1 more
National Category
Computer Sciences
Research subject
Computer Science
Identifiers
urn:nbn:se:kau:diva-76575 (URN)2-s2.0-85108162876 (Scopus ID)978-0-9981331-3-3 (ISBN)
Conference
53rd Hawaii International Conference on System Sciences (HICSS),Jan 07 - 10, 2020,Maui, Hawaii, United States of America
Projects
Privacy & Us
Funder
EU, Horizon 2020
Available from: 2020-01-29 Created: 2020-01-29 Last updated: 2021-07-02Bibliographically approved
4. Facilitating Privacy Attitudes & Behaviors with Affective Visual Design
Open this publication in new window or tab >>Facilitating Privacy Attitudes & Behaviors with Affective Visual Design
2020 (English)In: ICT Systems Security and Privacy Protection. SEC 2020. IFIP Advances in Information and Communication Technology, Springer, 2020, p. 109-123Conference paper, Published paper (Refereed)
Abstract [en]

We all too often must consent to information collection at an early stage of digital interactions, during application sign-up. Paying low attention to privacy policies, we are rarely aware of processing practices. Drawing on multidisciplinary research, we postulate that privacy policies presenting information in a way that triggers affective responses, together with individual characteristics, may influence privacy attitudes. Through an online quasi-experiment (N=88), we investigate how affect, illustration type, personality, and privacy concerns may influence end-users' willingness to disclose information and privacy awareness. Our results partially confirm these assumptions. We found that the affect may have an impact on privacy awareness, and stable psychological factors may influence disclosures. We discuss the applicability of our findings in interface design and in future research.

Place, publisher, year, edition, pages
Springer, 2020
National Category
Human Computer Interaction
Research subject
Computer Science; Psychology
Identifiers
urn:nbn:se:kau:diva-80098 (URN)10.1007/978-3-030-58201-2_8 (DOI)2-s2.0-85091841396 (Scopus ID)978-3-030-58200-5 (ISBN)
Conference
35th International Conference on ICT Systems Security and Privacy Protection - IFIP SEC 2020, 21-23 September 2020
Funder
EU, Horizon 2020, 675730
Available from: 2020-09-07 Created: 2020-09-07 Last updated: 2023-06-22Bibliographically approved
5. Enhancing Privacy through the Visual Design of Privacy Notices: Exploring the Interplay of Curiosity, Control and Affe
Open this publication in new window or tab >>Enhancing Privacy through the Visual Design of Privacy Notices: Exploring the Interplay of Curiosity, Control and Affe
Show others...
2020 (English)In: Proceedings of the Sixteenth Symposium on Usable Privacy and Security (SOUPS 2020), 2020, p. 437-456Conference paper, Published paper (Refereed)
Abstract [en]

When people sign-up to new online services, privacy notices are the initial means by which data handling practices are communicated. Yet, their design seldom ensures users' privacy comprehension or provides people with privacy choices, resulting in negative feelings associated with the sign-up process. In this paper, we investigate how to improve privacy notice design to enhance privacy comprehension and control, while inducing more positive feelings towards these notices. In an online experiment (N=620), we examine the factors of curiosity, privacy concerns, trust, and time. We study how these factors and visual designs of notices (framing and control) influence privacy comprehension, intention to disclose, and affect (negative-positive). Our results show that, depending on an individual's level of curiosity, control can influence privacy comprehension, disclosure, and affect. We demonstrate that affect moderates the relationship between privacy concerns and disclosure. We elaborate on our results, highlighting how privacy notices that activate curiosity and provide control, could enhance usability and strengthen privacy-conscious behaviors.

Keywords
privacy, HCI, decision-making, attitudes, behaviors, emotions, affect
National Category
Human Computer Interaction
Research subject
Psychology; Mathematics; Computer Science
Identifiers
urn:nbn:se:kau:diva-79314 (URN)10.5281/zenodo.3980478 (DOI)2-s2.0-85091858224 (Scopus ID)978-1-939133-16-8 (ISBN)
Conference
16th Symposium on Usable Privacy and Security, SOUPS 2020; Virtual, Online; ; 10 August 2020 through 11 August 2020;
Funder
EU, Horizon 2020, 675730
Available from: 2020-08-12 Created: 2020-08-12 Last updated: 2023-06-22Bibliographically approved
6. Evaluating 'Prefer not to say' Around Sensitive Disclosures
Open this publication in new window or tab >>Evaluating 'Prefer not to say' Around Sensitive Disclosures
Show others...
2020 (English)In: Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery (ACM), 2020Conference paper, Published paper (Refereed)
Abstract [en]

As people's offline and online lives become increasingly entwined, the sensitivity of personal information disclosed online is increasing. Disclosures often occur through structured disclosure fields (e.g., drop-down lists). Prior research suggests these fields may limit privacy, with non-disclosing users being presumed to be hiding undesirable information. We investigated this around HIV status disclosure in online dating apps used by men who have sex with men. Our online study asked participants (N=183) to rate profiles where HIV status was either disclosed or undisclosed. We tested three designs for displaying undisclosed fields. Visibility of undisclosed fields had a significant effect on the way profiles were rated, and other profile information (e.g., ethnicity) could affect inferences that develop around undisclosed information. Our research highlights complexities around designing for non-disclosure and questions the voluntary nature of these fields. Further work is outlined to ensure disclosure control is appropriately implemented around online sensitive information disclosures. 

Place, publisher, year, edition, pages
Association for Computing Machinery (ACM), 2020
Keywords
disclosure, non-disclosure, online dating, online privacy, prefer not to say, privacy, privacy unraveling, structured disclosure fields
National Category
Human Computer Interaction
Research subject
Computer Science
Identifiers
urn:nbn:se:kau:diva-80110 (URN)10.1145/3313831.3376150 (DOI)2-s2.0-85086822763 (Scopus ID)978-1-4503-6708-0 (ISBN)
Conference
CHI '20 Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems Honolulu; United States; 25 April 2020 through 30 April 2020
Available from: 2020-09-08 Created: 2020-09-08 Last updated: 2023-06-21Bibliographically approved
7. Conceal or Reveal: (non)disclosure choices in online information sharing
Open this publication in new window or tab >>Conceal or Reveal: (non)disclosure choices in online information sharing
2024 (English)In: Behavior and Information Technology, ISSN 0144-929X, E-ISSN 1362-3001Article in journal (Refereed) Epub ahead of print
Abstract [en]

People typically enhance their online personas by sharing favourable personal information.Nevertheless, sharing of unfavourable information about oneself still occurs and is essential insome online contexts (e.g. allowing negative reviews). It remains unclear why people revealpotentially damaging information. We conducted an online experiment (N=462) to explore theeffects of feedback properties and individual characteristics on online information sharing in twocontexts (social and socioeconomic) where personal ratings are essential. We allowed users toconceal their personal rating if it dropped below a threshold. The context was the primarydeterminant of the threshold users chose. Control availability and feedback content triggeredadditional considerations and caused some users to change their (non)disclosure choices.However, many users relied on their priors (experience, assumptions) rather than on newinformation. Ourfindings show how people may fail to identify the impact of nondisclosure, whichmay signal undesirable information to others. Thesefindings challenge the reliance on holdingusers solely accountable for their‘informedness’vis-à-vis disclosure of their personal information.

Place, publisher, year, edition, pages
Taylor & Francis, 2024
Keywords
(Non)disclosure, feedback, self-presentation, decision-making, controls, sharingeconomy
National Category
Human Computer Interaction
Research subject
Computer Science
Identifiers
urn:nbn:se:kau:diva-80101 (URN)10.1080/0144929X.2024.2304613 (DOI)001152057400001 ()2-s2.0-85183856429 (Scopus ID)
Funder
EU, Horizon 2020, 675730
Note

This paper was previously included as a manuscript entitled "Conceal or reveal: Determinants of Disclosure Behavior and Self-Presentation in Online Information Sharing" in the doctoral thesis entitled "Homo Varius: Investigating Intrinsic and Extrinsic Determinants to Explain Online Privacy Decisions" KUS 2020:29.

Available from: 2020-09-07 Created: 2020-09-07 Last updated: 2024-07-09Bibliographically approved

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