1. Personalizing Smart Home Privacy Protection With Individuals' Regulatory Focus: Would You Preserve or Enhance Your Information Privacy?
- Author
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Anaraky, Reza Ghaiumy, Li, Yao, Cho, Hichang, Huang, Danny Yuxing, Byrne, Kaileigh A., Knijnenburg, Bart, and Nov, Oded
- Subjects
Computer Science - Human-Computer Interaction - 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.
- Published
- 2024
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