Affect and Online Privacy Concerns

9 Pages Posted: 4 May 2012 Last revised: 21 Aug 2014

Easwar A. Nyshadham

Nova Southeastern University

David Castano

Nova Southeastern University

Date Written: May 3, 2012

Abstract

Privacy risks are pervasive and while considerable work is available on cognitive aspects of privacy concern, very little is known about the emotional/affective aspect of privacy risk. Recent experimental evidence, suggests that contextual cues, rather than deliberate evaluation of costs and benefits of privacy, affect people’s privacy behaviors. This finding raises fundamental questions about the role of privacy concern in theory, the measurement of privacy concern and also in its utility in explaining privacy behavior in real-life decisions. Affect, a “faint whisper of emotion” which occurs automatically in any evaluation of risk and influences risk perception and evaluation, has received lot of attention in the literature. In this research, we examine the relative role of affect and cognition on people’s judgments of privacy risk. An experiment is proposed.

Keywords: affect, privacy risk, online risk

Suggested Citation

Nyshadham, Easwar A. and Castano, David, Affect and Online Privacy Concerns (May 3, 2012). Available at SSRN: https://ssrn.com/abstract=2051044 or http://dx.doi.org/10.2139/ssrn.2051044

Easwar A. Nyshadham (Contact Author)

Nova Southeastern University ( email )

3301 College Avenue
Ft. Lauderdale, FL 33314
United States

HOME PAGE: http://scis.nova.edu/~easwar

David Castano

Nova Southeastern University ( email )

3301 College Avenue
Ft. Lauderdale, FL 33314
United States

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