An Experimental Method for the Elicitation of Implicit Attitudes to Privacy Risk

45 Pages Posted: 31 Jul 2018

See all articles by Alisa Frik

Alisa Frik

International Computer Science Institute (ICSI) / University of California Berkeley

Alexia Gaudeul

Georg-August-Universität Göttingen

Date Written: July 11, 2018

Abstract

We test an experimental method for the elicitation of implicit attitudes to privacy risk. We ask individuals to decide whether to incur the risk of revealing private information to other participants. This type of risk that involves a social component corresponds to privacy threats that individuals may face in the field. We derive a measure of individual attitudes to privacy risk with our method.

We empirically test the validity of this measure by running a laboratory experiment with 148 participants. Our results confirm that the willingness to incur a privacy risk is driven by a complex array of factors including risk attitudes, self-reported value for private information, and general attitudes to privacy (derived from survey methods in our study).

We also observe that attitudes to privacy risk depend on the order in which measures of risk attitude are elicited, but do not depend on whether there is a preexisting threat to privacy, over which participants have no control. We explain how our method can be simplified and extended for use in eliciting attitudes to a wide range of privacy risks and various types of private information.

Keywords: privacy, attitudes, disclosure, risk, control, personal information, laboratory experiment

JEL Classification: C91, D81, O30

Suggested Citation

Frik, Alisa and Gaudeul, Alexia, An Experimental Method for the Elicitation of Implicit Attitudes to Privacy Risk (July 11, 2018). Available at SSRN: https://ssrn.com/abstract=3211184 or http://dx.doi.org/10.2139/ssrn.3211184

Alisa Frik

International Computer Science Institute (ICSI) / University of California Berkeley ( email )

Berkeley, CA
United States

Alexia Gaudeul (Contact Author)

Georg-August-Universität Göttingen ( email )

Platz der Goettinger Sieben 3
Goettingen, 37073
Germany
+49 (0) 551 39 7333 (Phone)

HOME PAGE: http://agaudeul.free.fr

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