The role of personal data value, culture and self-construal in online privacy behaviour.

Piers Fleming,S Gareth Edwards,Andrew P Bayliss,Charles R Seger,Christiane Schwieren

doi:10.1371/journal.pone.0253568

Abstract

Personal data is ubiquitous in the digital world, can be highly valuable in aggregate, and can lead to unintended intrusions for the data creator. However, individuals’ expressions of concern about exposure of their personal information are generally not matched by their behavioural caution. One reason for this mismatch could be the varied and intangible value of personal data. We present three studies investigating the potential association between personal data value and privacy behaviour, assessing both individual and cross-cultural differences in personal data valuation, comparing collectivist and individualistic cultures. Study 1a, using a representative UK sample, found no relationship between personal data value and privacy behaviour. However, Study 1b found Indian (collectivist) participants’ privacy behaviour was sensitive to personal data value, unlike US (individualist) participants. Study 2 showed that in a UK sample, privacy behaviour was sensitive to personal data value but only for individuals who think of themselves as more similar to others (i.e., self-construe as similar, rather than different). We suggest those who prioritise group memberships are more sensitive to unintentional disclosure harm and therefore behave in accordance with personal data valuations—which informs the privacy concern-behaviour relationship. Our findings can suggest approaches to encourage privacy behaviours.

Highlights

There is an increasing tension in the modern world between companies’ desire for our personal data and the importance of respecting individuals’ privacy
Privacy concern was associated with privacy behaviour and personal data value was not
Personal data value was distinct from privacy concern

Summary

Introduction

There is an increasing tension in the modern world between companies’ desire for our personal data and the importance of respecting individuals’ privacy. At time of writing the world’s most valuable companies in order are: Apple, Alphabet (including Google), Microsoft, Amazon and Facebook. Two of these companies are centred around personal data and it is a crucial part of the others’ businesses. It is unsurprising that we are averse to privacy intrusions into our physical space and social communications [1]. There are weak links, for example between need for privacy and Facebook use [2]; despite long-standing and cross-cultural evidence that most people report being ‘very’ or ‘extremely’ concerned about privacy, most people are incautious with their personal data [3].

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