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Nudging online privacy behaviour with anthropomorphic cues

Author

Listed:
  • Nuria Rodríguez-Priego

    (Joint Research Centre, European Commission, Seville, Spain
    Department of Economic Analysis, Autonomous University of Madrid, Madrid, Spain)

  • René van Bavel

    (Joint Research Centre, European Commission, Seville, Spain)

  • Shara Monteleone

    (Joint Research Centre, European Commission, Seville, Spain)

Abstract

Personal data is often considered the currency of the digital world, allowing companies to better control, study and target consumers. However, users may not always be aware they are disclosing personal data online, posing a privacy policy problem. We tested whether the display of anthropomorphic cues could curb users' unwitting disclosure of personal information. We conducted an online experiment with a between-subject design in Germany, Italy, Poland, and the UK (n=1,217). Neither a 'static' nor a 'dynamic' anthropomorphic character made participants disclose less personal information – in fact, the static character made them disclose more (p=0.03). Findings are interpreted by considering the effect of anthropomorphic characters on trust, which may in turn increase disclosure. Level of education and country also influenced disclosure.

Suggested Citation

  • Nuria Rodríguez-Priego & René van Bavel & Shara Monteleone, 2021. "Nudging online privacy behaviour with anthropomorphic cues," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 5(1), pages 45-52, Septembre.
    • Handle: RePEc:beh:jbepv1:v:5:y:2021:i:1:p:45-52
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    privacy behaviour; behavioural economics; personal data; nudges; avatars; trust;
    All these keywords.

    JEL classification:

    • C92 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Group Behavior
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty

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