Can Stress Put Digital Privacy at Risk? Evidence from a Controlled Experiment Examining the Impact of Acute Stress on Privacy Decisions on a Simulated Social Network Site.

Abstract

Internet and Communication Technologies (ICTs) can foster efficient communication and knowledge acquisition, but there are also tradeoffs in terms of risks to one's privacy. Previous research, including work with the privacy calculus framework, indicates that factors such as perceived risks and benefits of using ICTs, ICT trust, and general privacy concerns can influence individuals' digital privacy-related decisions. One pervasive psychological factor that may potentially alter such privacy-related behaviors is acute stress. Acute stress can promote risk-seeking behaviors and a tendency to prefer immediate rewards over delayed, greater value rewards. However, the effect of acute stress in the applied context of privacy decision making is relatively unknown. Participants (N = 143) in this study were randomly assigned to either an acute stress task (socially evaluated cold pressor task) or an active control task (lukewarm water alone). Results revealed that acute stress condition increased information disclosure, as indexed by accepting more online cookies, sharing one's location more frequently, and revealing greater willingness to self-disclose personal information. In addition, the impact of individuals' levels of perceived risk and benefits, trust, and privacy concern on privacy decision making was examined. However, none of these constructs consistently influenced privacy decisions over and above the effect of stress. Overall, our findings suggest that acute stress has robust, independent influence on privacy decision making.